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Effect of culture on sensory and consumer research: Asian perspectives

Title
Effect of culture on sensory and consumer research: Asian perspectives
Authors
Lee H.-S.Lopetcharat K.
Ewha Authors
이혜성
SCOPUS Author ID
이혜성scopus
Issue Date
2017
Journal Title
Current Opinion in Food Science
ISSN
2214-7993JCR Link
Citation
vol. 15, pp. 22 - 29
Publisher
Elsevier Ltd
Indexed
SCOPUS scopus
Abstract
Cross-cultural sensory and consumer research (SCR) involves both consumer psychology and the dynamic interaction between consumer, situation and food. Unraveling the complexity of cultural effects on sensory perception and consumer behavior, requires the development of theories and measures that are valid cross culturally and specific to the research goals of cross-cultural studies. In this paper, we classify several goals of cross-cultural SCR, and address the theoretical/methodological issues in each goal. We introduce recent studies involving Asian culture but found lacking in defining operating definition of culture. We also propose future research directions from Asian perspectives while highlighting the following two aspects: (1) the context-dependency of cultural mindsets and its implication on affective measurements for product testing, and (2) the rise of the internet and its implication on cross-cultural research. © 2017 Elsevier Ltd
DOI
10.1016/j.cofs.2017.04.003
Appears in Collections:
ETC > ETC
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