Exploration of flavor familiarity effect in Korean and US consumers' hot sauces perceptions

Abstract

The present work explored how consumers' product perceptions differ when flavor familiarity with the product set varied. Half of the samples used in this study contained fermented ingredients (fermented red pepper or gochujang, a traditional Korean fermented soybean/red pepper paste), and the others were top selling hot sauce products in the US market. Free-choice profiling was performed by Korean and US consumers and was analyzed using GPA. Descriptive analysis was conducted and analyzed using PCA. While Korean and US consumers perceived product similarly along the first principal dimension which described distinctive sensory differences among the products, in the next principal dimension, it was found that these consumers perceived the products differently. Observations indicated that this discrepancy seemed to be originated from differences in flavor familiarity. This study showed flavor familiarity not only influences one's preference but also may influence perception of foods such as hot sauces.