Table 3.
Mean (expected) liking, (expected) saltiness and buying intention scores (and their standard errors) for the soups with different communication messages, averaged across the five visits and separate from visit 1 to visit 5, among British consumers (n 493) aged 24–65 years, November–December 2013
| Averaged across the five visits | Per visit | ||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Message on pack | Visit 1 | Visit 2 | Visit 3 | Visit 4 | Visit 5 | ||||||||||
| Group | Soup | Mean | se | Mean | se | Mean | se | Mean | se | Mean | se | Mean | se | ||
| Expected liking before tasting† | 1 (n 104) | 30 % reduced salt | No | 5·83a,b | 0·08 | 6·37A | 0·16 | 5·87A,B | 0·18 | 5·69A,B | 0·18 | 5·74A,B | 0·2 | 5·46B | 0·19 |
| 2 (n 107) | 30 % reduced salt | Nutritional | 5·91a,b | 0·08 | 6·07 | 0·16 | 6·06 | 0·19 | 5·89 | 0·18 | 5·67 | 0·22 | 5·87 | 0·19 | |
| 3 (n 96) | 30 % reduced salt | Sensory | 5·93a | 0·09 | 6·16 | 0·20 | 5·96 | 0·17 | 5·96 | 0·19 | 5·77 | 0·20 | 5·80 | 0·20 | |
| 4 (n 94) | 30 % reduced salt | Social | 5·71b | 0·09 | 6·22A | 0·16 | 5·83A,B | 0·18 | 5·63A,B | 0·21 | 5·47A,B | 0·21 | 5·38B | 0·21 | |
| 5 (n 92) | Regular salt | No | 5·74a,b | 0·09 | 5·99A | 0·18 | 5·75A,B | 0·20 | 5·82A,B | 0·19 | 5·71A,B | 0·21 | 5·46B | 0·21 | |
| Perceived liking after tasting† | 1 (n 104) | 30 % reduced salt | No | 5·50 | 0·10 | 5·43 | 0·24 | 5·64 | 0·22 | 5·42 | 0·24 | 5·66 | 0·23 | 5·34 | 0·23 |
| 2 (n 107) | 30 % reduced salt | Nutritional | 5·76 | 0·10 | 5·64 | 0·23 | 5·92 | 0·21 | 5·68 | 0·23 | 5·89 | 0·23 | 5·66 | 0·22 | |
| 3 (n 96) | 30 % reduced salt | Sensory | 5·59 | 0·10 | 5·70 | 0·24 | 5·43 | 0·24 | 5·31 | 0·24 | 5·79 | 0·22 | 5·74 | 0·21 | |
| 4 (n 94) | 30 % reduced salt | Social | 5·40 | 0·11 | 5·69 | 0·22 | 5·35 | 0·25 | 5·33 | 0·22 | 5·37 | 0·24 | 5·27 | 0·25 | |
| 5 (n 92) | Regular salt | No | 5·57 | 0·11 | 5·74 | 0·25 | 5·75 | 0·23 | 5·38 | 0·28 | 5·54 | 0·25 | 5·45 | 0·27 | |
| Expected saltiness before tasting† | 1 (n 104) | 30 % reduced salt | No | 4·13a | 0·08 | 4·92A | 0·18 | 4·27A,B | 0·17 | 4·12A,B | 0·19 | 3·75B | 0·18 | 3·57B | 0·19 |
| 2 (n 107) | 30 % reduced salt | Nutritional | 3·80b | 0·08 | 4·50A | 0·17 | 3·95A,B | 0·16 | 3·73A,B | 0·18 | 3·45B | 0·19 | 3·36B | 0·17 | |
| 3 (n 96) | 30 % reduced salt | Sensory | 3·83b | 0·08 | 4·75A | 0·16 | 4·29A,B | 0·19 | 3·50B | 0·17 | 3·32B | 0·18 | 3·26B | 0·19 | |
| 4 (n 94) | 30 % reduced salt | Social | 3·92a,b | 0·09 | 4·73A | 0·20 | 4·06A,B | 0·18 | 3·79A,B | 0·20 | 3·65B | 0·20 | 3·35B | 0·19 | |
| 5 (n 92) | Regular salt | No | 3·93a,b | 0·08 | 4·49A | 0·18 | 3·98A,B | 0·19 | 3·74B | 0·20 | 3·62B | 0·21 | 3·82A,B | 0·20 | |
| Perceived saltiness after tasting† | 1 (n 104) | 30 % reduced salt | No | 3·54 | 0·08 | 3·44 | 0·20 | 3·75 | 0·19 | 3·54 | 0·17 | 3·63 | 0·18 | 3·35 | 0·18 |
| 2 (n 107) | 30 % reduced salt | Nutritional | 3·36 | 0·08 | 3·12 | 0·17 | 3·44 | 0·19 | 3·48 | 0·18 | 3·46 | 0·18 | 3·30 | 0·17 | |
| 3 (n 96) | 30 % reduced salt | Sensory | 3·25 | 0·09 | 3·11 | 0·19 | 3·44 | 0·20 | 3·14 | 0·18 | 3·23 | 0·20 | 3·34 | 0·20 | |
| 4 (n 94) | 30 % reduced salt | Social | 3·27 | 0·09 | 3·09 | 0·19 | 3·13 | 0·18 | 3·44 | 0·21 | 3·40 | 0·22 | 3·30 | 0·20 | |
| 5 (n 92) | Regular salt | No | 3·50 | 0·10 | 3·34 | 0·21 | 3·34 | 0·21 | 3·65 | 0·23 | 3·79 | 0·23 | 3·40 | 0·21 | |
| Buying intention | 1 (n 104) | 30 % reduced salt | No | 4·63 | 0·12 | 4·60 | 0·28 | 4·80 | 0·25 | 4·53 | 0·27 | 4·80 | 0·26 | 4·44 | 0·26 |
| 2 (n 107) | 30 % reduced salt | Nutritional | 4·90 | 0·12 | 5·00 | 0·27 | 4·79 | 0·26 | 4·73 | 0·28 | 5·14 | 0·27 | 4·82 | 0·27 | |
| 3 (n 96) | 30 % reduced salt | Sensory | 4·92 | 0·12 | 5·01 | 0·27 | 4·78 | 0·27 | 4·75 | 0·27 | 5·09 | 0·25 | 4·98 | 0·26 | |
| 4 (n 94) | 30 % reduced salt | Social | 4·65 | 0·12 | 5·10 | 0·27 | 4·54 | 0·27 | 4·52 | 0·26 | 4·51 | 0·27 | 4·57 | 0·27 | |
| 5 (n 92) | Regular salt | No | 4·94 | 0·13 | 5·23 | 0·31 | 5·02 | 0·28 | 4·73 | 0·31 | 4·95 | 0·29 | 4·78 | 0·32 | |
a,bMean values within columns with unlike superscript lower-case letters were significantly different (P<0·05).
A,BMean values within rows with unlike superscript upper-case letters from visit 1 to visit 5 were significantly different (P<0·05).
†
Expected and perceived liking and saltiness were measured on a 9-point scale: 1=‘not liked at all’/‘not at all salty’ to 9=‘liked very much’/‘very salty’.