Left Menu
Development News Edition

Do people judge chocolate by its cover?

We are well acquainted with the popular English idiom 'don't judge a book by its cover', but people do judge chocolate by its packaging, a study has found.

ANI | Washington DC | Updated: 07-09-2019 14:41 IST | Created: 07-09-2019 14:41 IST
Do people judge chocolate by its cover?
Representative image. Image Credit: ANI

We are well acquainted with the popular English idiom 'don't judge a book by its cover', but people do judge chocolate by its packaging, a study has found. And what's more? People tend to express a strong emotional association with the cover of the chocolate than they did from the tasting.

The study concluded that while the taste is the predominant factor in determining subsequent purchases, perception of taste is influenced by emotions evoked by packaging. "There's a difference in how consumers perceive intrinsic product cues -- like flavor, aroma, and texture -- which are associated with sensory and perceptual systems, and how they perceive external cues -- like packaging materials, information, brand name, and price -- which are associated with cognitive and psychological mechanisms," explained co-lead investigator Frank R. Dunshea, PhD, School of Agriculture and Food, VIC, Australia.

"The information provided via packaging can influence customers' expectations and affect their emotional response when their sensory experience confirms or doesn't confirm their initial impression," continued Dunshea in the study published in the journal, 'Heliyon.' For the study, seventy-five participants (aged 25-55 years old, 59 per cent female) were asked to evaluate chocolates under three conditions: a blind taste test of chocolate; packaging concepts only; and chocolate plus packaging.

The same chocolate was wrapped in six different packaging designs representing bold, fun, every day, special, healthy, and premium concepts. At each step, participants were asked to associate the samples with a lexicon of emotion-based terms. How much participants liked the taste of the chocolates was affected by their expectations based on the different wrapper designs, especially when expectations created by packaging were not met.

Participants selected stronger emotional words to describe the packaging than they did when describing what they blindly tasted the chocolate. The investigators found that there was a moderate positive correlation between liking the packaging and the taste of the chocolate when it was wrapped in packaging described with positive terms such as happy, healthy, fun, bright, relaxing, peace, achievement, togetherness, balance, excitement, and friendship.

Participants' association of positive emotions with the packaging, therefore, had a direct influence on the acceptability of the chocolate. "An estimated 60 per cent of consumers' initial decisions about products are made in stores solely by judging the packaging. As a result," explained co-lead investigator Sigfredo Fuentes, PhD, also of the School of Agriculture and Food, Faculty of Veterinary and Agricultural Sciences, The University of Melbourne, VIC, Australia. (ANI)

Also Read: CM announces Rs 500-cr Puri package, seeks people's support



How UK’s 'best prepared' healthcare system failed to gauge COVID-19

The UK is proud of their public health system and its unlike any other country as around 90 percent of British public supports the founding principles of National Health Service. But without accurate data being available to stakeholders in ...

Poor on IHR capacity progress in 2019, WHO says Cambodia tops COVID-19 response

Despite being in proximity to Hubei, the original epicenter of COVID-19 pandemic, Cambodia has reported just 226 confirmed cases and zero deaths. After seeing the data, WHO appreciated Cambodias healthcare information system but experts dou...

Loopholes in Healthcare Information System may have failed Singapore COVID-19 model

In the initial days of the COVID-19 outbreak, Singapore was in the limelight for its effective healthcare system and pandemic response plan. However, Singapore has now joined the list of the worst-hit nations and the situation is even worse...

Australia's COVID-19 response: Digital infrastructure of help but implementation remains a challenge

Australias ongoing plans to upgrade its health information system helped by the Digital Health Strategy seem even more practical due to the pandemic. But as evident during the pandemic, administrative lapses and the complex matrix of power ...


Latest News

Trump security adviser warns against foreign military involvement in Libya

The United States on Tuesday condemned all foreign military involvement in Libya, including the use of mercenaries and private military contractors, and said Libyans themselves must rebuild a unified country.U.S. President Donald Trump had ...

One Piece Chapter 987 to be out on Aug 10, Kaido’s flashback, moments full of emotions

One Piece Chapter 987 will be out within a few days with no hiatus for a week this time. Thus, the manga lovers are quite excited and ardently waiting to know what they can find next. Read further to get the latest updates on it.One Piece C...

Jamia girl among top 40 in UPSC results in fifth attempt

For 26-year-old Ruchi Bindal, it was a case of being fifth time lucky as she secured the 39th all-India rank in UPSCs Civil Services Exam, the results for which were announced on Tuesday, and dedicated her success to her late grandfather wh...

U.S. prosecutors do not charge Portland protesters with antifa ties

U.S. federal prosecutors have produced no evidence linking dozens of people arrested in anti-racism protests in Portland, Oregon, to the antifa or anarchist movements, despite President Donald Trumps assertions they are fueling the unrest.A...

Give Feedback