An emotional approach to beef evaluation

Monica Borgogno; Armand V Cardello; Saida Favotto; Edi Piasentier

doi:10.1016/j.meatsci.2017.01.002

An emotional approach to beef evaluation

Meat Sci. 2017 May:127:1-5. doi: 10.1016/j.meatsci.2017.01.002. Epub 2017 Jan 5.

Authors

Monica Borgogno¹, Armand V Cardello², Saida Favotto³, Edi Piasentier³

Affiliations

¹ Department of Agricultural and Environmental Sciences, University of Udine, Via Sondrio, 2/A, 33100 Udine, Italy. Electronic address: monica.borgogno@uniud.it.
² U.S. Army Natick Soldier RD&E Center, Natick, MA, USA.
³ Department of Agricultural and Environmental Sciences, University of Udine, Via Sondrio, 2/A, 33100 Udine, Italy.

PMID: 28088036
DOI: 10.1016/j.meatsci.2017.01.002

Abstract

The emotions associated with beef consumption, the influence of breeding system information on emotions ("Conventional" - C vs "Only from the Italian Simmental" - OIS label) and their relationship with liking were evaluated by 93 meat consumers. Respondents were asked to evaluate the same samples of Italian Simmental meat provided with the two different labels. Liking scores were obtained using a 9-point scale and the emotions from the EsSense25 list were scored on 5-point scale (1="not at all", 5="extremely"). A positive and significant effect of OIS information was highlighted on liking scores. Moreover, the breeding system information significantly affected 22 out of the 25 emotions. OIS label elicited higher positive and lower negative feelings about the meat than did the C label. Providing the same beef with different breeding information led to different emotions being evoked in consumers, and these differences in emotions were associated with different levels of liking for beef.

Keywords: Beef; Emotion; Information effect; Liking.

MeSH terms

Adolescent
Adult
Animals
Breeding
Cattle
Consumer Behavior*
Emotions*
Female
Food Preferences / psychology*
Humans
Male
Middle Aged
Red Meat*
Taste*
Young Adult