Culture is one of the main factors that influence food assessment. This cross-cultural research aimed to compare Chinese and Danish consumers in their post-ingestive drivers of Post-Ingestive Food Pleasure (PIFP). We define PIFP as a "subjective conscious sensation of pleasure and joy experienced after eating". We conducted two in-country consumer studies in Denmark (n = 48) and in China (n = 53), measuring post-ingestive sensations and PIFP using visual analogue scale, for three hours following consumption of a breakfast meal. Key results revealed perceived Satisfaction, Mental, Overall and Physical wellbeing to be highly influential on PIFP in both countries. Moreover, Danish consumers perceived appetite-related sensations such as Satiety, Hunger, Desire-to-eat and In-need-of-food to be influential on PIFP, which was not the case in China. In China, more vitality-related sensations such as Energized, Relaxation and Concentration were found to be drivers of PIFP. These results suggest similarities but also distinct subtleties in the cultural constructs of PIFP in Denmark and in China. Focusing on Food Pleasure as a post-ingestive measure provides valuable output, deeper insights into what drives Food Pleasure, and, importantly, takes us beyond the processes only active during the actual eating event.
Keywords: Denmark; china; cross-cultural; food reward; post-ingestive food pleasure; post-ingestive sensation; satisfaction.