Determining the Appropriate Location for Consuming Korean Rice Wine (Makgeolli) in New Zealand

Abstract

This study examined the relationships in how different environments affect the subjects’ attitudes, behavior, and perception while consuming Korean rice wine (makgeolli) in New Zealand. Two studies were conducted in the Auckland metropolitan area. Study 1 (n = 60) was carried out in a laboratory setting using the evoked context method to simulate a context scenario. The context scenario includes consuming a beverage at home with friends, at an Asian restaurant, and no context with n = 20 in each scenario. For Study 2 (n = 113), subjects evaluated the makgeolli sample in three natural environments. These natural environments include home (n = 48), a local Asian restaurant (n = 30), and the Food Science Laboratory (n = 35). Mood was evaluated before and after the experiment using the Bond-Lader scale, while emotions were evaluated using the Check-All-That-Apply method on specific terms. From both studies, context appropriateness indicated that the Asian restaurant was an appropriate location to consume makgeolli. For emotions, it was evident that there was a positive association between context appropriateness and positive emotional terms such as energetic and excited for Asian restaurant for both studies. In terms of flavor and taste perception, there were differences between the studies, this may suggest that subjects may be hypersensitive in laboratory settings while evaluating makgeolli. Overall liking was not affected by the different scenarios or environmental contexts. Therefore, context appropriateness may be an important factor in consumers’ decision-making when consuming food products.