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Cheese Intake: Effect of Background Music and Color Filter on a Cooking Video of Mac and Cheese on Taste Experience

Fransputri, J. (2021) Cheese Intake: Effect of Background Music and Color Filter on a Cooking Video of Mac and Cheese on Taste Experience.

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Abstract:Purpose: Inspired by trends towards health issues and the growing interest in cooking videos, this study investigates if, and to what extent, the use of background music and color filter in a mac and cheese cooking video on TikTok influence the intended intake of sodium and fat (in cheese), after a change in perceived taste experience in terms of perceived saltiness, creaminess, and healthiness. Design & Methods: To investigate this effect, a study with a 2 (staccato/salty vs. legato/sweet) x 2 (blue color filter vs. orange color filter) between-subjects design was conducted. Data were collected through an online questionnaire, in which 210 participants were randomly assigned to watch one of four cooking videos on TikTok that had been manipulated in terms of color and background music. Findings: The results showed that no effect of either salty or sweet music was found on the taste experience of mac and cheese. However, the main effect of color filters on perceived saltiness, perceived creaminess, and taste intensity was found to be significant in people who watched the orange-edited video. No interaction effect was found between background music and color filter on mac and cheese taste experience nor on the intended food intake. Conclusion & Implications: The findings presented suggest that the use of background music and color filter in a cooking video of mac and cheese was unsuccessful in influencing the intended food intake through changes in taste experience. However, the use of a color filter alone in a cooking video had an effect. Thus, it is recommended for marketers and food stylists to apply a color filter that is aligned with the color of the food itself in a cooking video as it will evokes and intensifies the perceived taste experience. As the findings do not manage to achieve all objectives, future experiments are recommended to focus on the issue of excessive salt and fat intake and consider the other external factors that might play a role.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies BSc (56615)
Link to this item:http://purl.utwente.nl/essays/86492
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