Effects of context and repeated exposure on food liking: The case of boar taint

This study investigated whether consumer acceptance of boar meat is overestimated by standardised situational testing and whether repeated exposure decreases liking. Thus, a home use test (HUT) followed by a central location test (CLT) was conducted to assess the acceptance of minced boar meat with approximately 14% fat either HIGH or LOW in androstenone (2.0 vs. 0.30 ppm) and skatole (0.30 vs. 0.06 ppm) in comparison to meat from castrates and gilts (CONTROL). In HUT, no significant difference (p > .05) in dislike frequency was observed between CONTROL and LOW. For HIGH, liking was strongly impaired during frying. The results indicated a masking effect of the ready-made sauce on the odour but not on the flavour. In CLT, dissatisfaction was generally higher than in HUT. Similar to HUT, HIGH boar meat was more often disliked (p < .001) compared to LOW and CONTROL in the CLT. To conclude, standardised testing did not underestimate acceptance. In contrast to anticipations, a single previous exposure to boar meat with high levels of androstenone and skatole did not affect (p > .05) liking in the follow-up CLT.