TY - JOUR
T1 - The relative importance of complexity, variety, and portion size in ice cream preference in Dutch and American participants
AU - Hendriks-Hartensveld, A.E.M.
AU - Brodock, J.L.
AU - Hayes, J.E.
AU - Rolls, B.J.
AU - Keller, K.L.
AU - Havermans, R.C.
N1 - Funding Information:
This research has been made possible with the support of the Dutch Province of Limburg, and the United States Department of Agriculture (USDA) via the National Institute of Food and Agriculture (NIFA) Hatch Act Appropriations [Project PEN04708; Accession #1019852]. The Dutch Province of Limburg or the U.S. government were not involved in any part of the execution of this study.
Publisher Copyright:
© 2022 The Author(s)
PY - 2022/7/1
Y1 - 2022/7/1
N2 - Food variety, complexity, and portion size each influence food choice and consumption, but their relative importance is poorly understood. In an online discrete choice-experiment, we investigated the relative importance of variety, complexity, and portion size in consumer preferences by systematically varying ice cream offerings. Complexity was defined as the presence of different components within a scoop (e.g., chunks or flavors), while variety was defined as combinations of ice cream scoops that differ in flavor and/or texture. A choice-based conjoint questionnaire with two sections was presented to 498 Dutch (50.8% females) and 502 American (52.6% females) consumers aged between 18 and 65 years. Section 1 tested the relative importance of complexity and variety in consumer preferences, while Section 2 tested the relative importance of variety and portion size in preferences. Participants chose their preferred option when presented with various ice cream options showing different levels of variety and complexity (Section 1), or different levels of variety and portion sizes (Section 2). Across countries, variety was a stronger driver of ice cream preference than complexity, but the most preferred ice cream options were both varied and complex. Further, across countries, flavor was more important than portion size, and again a variety of flavors was the most preferred. Finally, American participants overall preferred larger portion sizes than did Dutch participants. These data indicate variety is a key determinant of food preference, at least within the context of this study, for consumers in both the Netherlands and the United States.
AB - Food variety, complexity, and portion size each influence food choice and consumption, but their relative importance is poorly understood. In an online discrete choice-experiment, we investigated the relative importance of variety, complexity, and portion size in consumer preferences by systematically varying ice cream offerings. Complexity was defined as the presence of different components within a scoop (e.g., chunks or flavors), while variety was defined as combinations of ice cream scoops that differ in flavor and/or texture. A choice-based conjoint questionnaire with two sections was presented to 498 Dutch (50.8% females) and 502 American (52.6% females) consumers aged between 18 and 65 years. Section 1 tested the relative importance of complexity and variety in consumer preferences, while Section 2 tested the relative importance of variety and portion size in preferences. Participants chose their preferred option when presented with various ice cream options showing different levels of variety and complexity (Section 1), or different levels of variety and portion sizes (Section 2). Across countries, variety was a stronger driver of ice cream preference than complexity, but the most preferred ice cream options were both varied and complex. Further, across countries, flavor was more important than portion size, and again a variety of flavors was the most preferred. Finally, American participants overall preferred larger portion sizes than did Dutch participants. These data indicate variety is a key determinant of food preference, at least within the context of this study, for consumers in both the Netherlands and the United States.
KW - Food variety
KW - Food complexity
KW - Portion size
KW - Choice-based conjoint
KW - Choice experiment
KW - Food preference
KW - SENSORY SPECIFIC SATIETY
KW - FOOD-INTAKE
KW - HEDONIC RESPONSES
KW - MEAL
KW - LIKING
KW - OBESITY
KW - IMPACT
U2 - 10.1016/j.foodqual.2021.104523
DO - 10.1016/j.foodqual.2021.104523
M3 - Article
SN - 0950-3293
VL - 99
JO - Food Quality and Preference
JF - Food Quality and Preference
M1 - 104523
ER -