Responses to extra virgin olive oils in consumers with varying commitment to oils

The present study investigated the impact of consumer commitment to extra virgin olive oil (EVOO) on liking and product categorisation. Seventy-four Finnish subjects with a background in culinary preparation and in food science were divided into three clusters, based on involvement with and subjective knowledge of olive oil, and knowledge of the sensory descriptors appropriate for EVOOs. They were presented with four Italian or Italian branded EVOOs (two excellent, two regular quality) as such and paired with salad. Subjects rated their overall liking and the extent to which each product met their expectation regarding the appearance and overall sensory properties. Sensory profiles of the target oils were defined in a separate trained panel. On average, the subjects disliked the deep green colour of one of the excellent oils. When presented with salad, liking for the colour of this oil increased in all clusters, but the overall liking of all oils remained unaffected. One of the two regular quality oils was best liked by the subjects. Its overall sensory properties highly matched the expectations of EVOO. Similarly to other groups, the most committed cluster also considered the least bitter and pungent regular oil as the most 'typical' EVOO, and failed to accept the oils with excellent quality. In conclusion, commitment to or involvement with a product category does not guarantee the appreciation of a high quality product.

► Different levels of commitment based on involvement and knowledge of EVOOs was identified. ► The combination effect of EVOOs with salad was evaluated. ► Commitment effect on categorization of sensory quality was investigated. ► Commitment is relative to the sensory experience.