Comparing the liking for Korean style salad dressings and beverages between US and Korean consumers: Effects of sensory and non-sensory factors

The effects of sensory and non-sensory factors on the liking of Korean style salad dressings and beverages among US subjects in two locations (California and Minnesota) and Korean subjects were investigated. Four types of dressing and five types of beverage samples were evaluated. Approximately, half of the subjects evaluated the samples under blind-labeled conditions while the other half evaluated the samples labeled with their corresponding names and flavor descriptions. The liking of each sample was rated and the reasons for liking and disliking each sample were surveyed. Various food attitudes were measured on the food neophobic scale, VARSEEK scale, and flavor attitude scales. Soy sauce & vinegar dressing was the most preferred sample among the US subjects, whereas sesame seed dressing was preferred as much as the soy sauce & vinegar dressing among Koreans. Cinnamon-ginger flavored beverage was preferred the most among the US subjects, whereas rice punch was preferred the most among Koreans. Sample labeling effect was relatively small compared to other factors. VARSEEK and food neophobia scale showed stronger effect on beverage than salad dressing. Preference attitudes for hot & spicy and roasted carbohydrate flavors affected the acceptance of salad dressing among consumers in California whereas preference attitude for garlic flavor affected the acceptance of dressing among consumers in Minnesota.

► Acceptance of Korean foods among US and Koreans were investigated.
► Stronger cultural differences were observed in the beverage than salad dressing.
► Familiarity and perceived context (traditional vs. ethnic) were both important.
► Labeling effect was relatively small compared to other factors.
► Food/flavor scales may partly predict the acceptance of Korean foods.