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(Mis)Marketing SoyOvercoming the Taste Stigma of SoyCan a food product’s label influence how a consumer perceives its taste? This study supports this claim by showing that including the ingredient soy on labels has a negative effect on taste ratings. AbstractParticipants who saw a soy label were more likely to rate taste unfavorably than those who did not see the soy label (36.7% compared with 10.1%). Along with low taste ratings, these participants who consumed the soy-labeled food gave negative ratings on aftertaste and general attitude toward the product. They did however believe that the product was more nutritious, hence implying that soy labels favorably influence health-related perceptions. The results, which support the notion that taste is subjective, provide useful implications for those who wish to promote healthier diets such as food scientists, dieticians, health care professionals, and even restaurant managers. For instance, it may be a better idea to include descriptions of the flavor rather than the healthy ingredient when labeling an item on a menu or an institutional food. Similar studies may also be carried out for ingredients such as those involving biotechnology or organic production. For more information see Wansink, Brian (2003), “Overcoming the Taste Stigma of Soy,” Journal of Food Science, 68:8 (September), 2604-2606 © 2003 by The Institute of Food Technologists, Blackwell Publishing www.blackwell-synergy.com Contact: *This study was conducted at the University of Illinois, former location of the Cornell Food and Brand Lab.
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