米菓を対象としたシズル語の印象評価

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抄録

Recently, sizzle words have been utilized for various product packages. These words have effective communicative performance to convey deliciousness of food. In particular, onomatopoeias are used for many product packages because they can convey the texture of food sensuously. When using sizzle words, producers may consider consumers' impressions. This study aims to investigate the relations between consumers' impressions and sizzle words through an experiment. The experimental targets were four rice crackers of different hardness because their textures were directly related to consumers' impressions and some packages of rice crackers used a few sizzle words for advertising. The results of this experiment indicated five tendencies: (1) the sizzle words regarding satisfaction, tradition, and typicality, and the onomatopoeias including “zaku” are appropriate for an extremely hard rice cracker; (2) the sizzle words regarding lightness and comfort, and the onomatopoeias including “saku” are appropriate for a non-hard rice cracker; (3) the sizzle words regarding aridity, fineness, and unforgettable taste are appropriate for a slightly hard rice cracker; (4) the onomatopoeias expressing crunchy texture are appropriate for a quite hard rice cracker; (5) rough texture of food brings a sense of satiety. In addition, we performed a factor analysis using the results with 14 onomatopoeias in the experiment. The analysis results showed three factors: brittleness, irritation, and lightness. In future, we expect that these results can be utilized for guiding a choice of an appropriate sizzle word.