The impact of contextual information regarding the origin of food on consumers’ judgments

Explicit and implicit responses to food and beverage are known to be modulated by expectations generated by contextual factors. Among these, labelling regarding the country of origin has been systematically shown to impact on consumers' evaluations of products. However, it is not clear yet whether the presence of food origin biases also affects humans’ physiological (i.e., implicit) responses, as well as whether different conditions of sensory appreciation of products are equally influenced. The present preliminary study investigated the psychophysiological responses to food samples paired to labels of declared (i.e., Italy, Spain/Germany, EU) or undeclared origins. Food items (i.e., olives and cracker) were presented in visual or taste conditions to thirty Italian participants, whose behavioral (i.e., liking, willingness to buy, and estimated cost) and physiological (i.e., skin conductance responses) responses were collected. The results indicated that the food samples elicited stronger liking and willingness to buy responses by participants and were estimated as more expensive, when being firstly experienced through vision than taste. No differences in the physiological arousal state were found as a function of food origin or sensory condition of presentation.