Abstracts of Annual Conference of Japan Society for Management Information
Annual Conference of Japan Society for Management Information 2023
Session ID : PR0056
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Abstract
Attractiveness of adding color in food
Comparison of the effects of color toppings and taste toppings for hamburger steaks
*Tetta ArahataMoeka HashimotoHonoka SekiyaMyu SatoYuuya MotoieRikuto AiataTakumi Kato
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Abstract

In the food industry, it has been widely demonstrated that the appearance of food affects consumers' purchasing behavior. However, in this industry, studies on the effect of food color as topping on consumer impression are scarce. Hence, we tested the following hypothesis; Addition of color by food toppings enhances the appeal of the product. The effect was evaluated by comparing the color topping (paprika) with flavor topping (sunny-side up). The hypothesis was supported by a randomized controlled trial in an online survey environment in 300 people in their late teens to 60s. The effect of color topping was the same as that of flavor topping.

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