Information shifts sensory perception and emotions, increasing acceptance of processed amaranth leaf (Amaranthus spp.) products

Exploring consumer emotions could facilitate a better understanding of the perception of food products and consumers' motivations for their choices especially in the context of an emerging economy. In this study, factors influencing the acceptability of peanut based sauces enriched with dried and fresh leaves from Amaranthus spp., an African indigenous vegetable (AIV), were investigated by examining the products' emotional and sensory profiles. A total of 301 participants, under either blind or informed conditions, evaluated five sauces using an EmoSensory® Wheel. The familiarity, situational appropriateness of the sauces, and participants' Food Neophobia (FN) scores were determined. The amaranth leaf products were differentiated by the emotions happy , good natured and warm . Liking was most associated with peanut sauce enriched with fresh leaves (control) and was positively associated with good natured and happy . Under blind conditions, familiarity increased acceptability of the amaranth leaf products while FN decreased it. Under informed conditions, acceptability of sauces enriched with fermented and dried leaves was as high as that of the control. Information created interest in and increased liking of the processed amaranth leaf products upstaging the influence of low familiarity and FN. Based on high situational appropriateness scores for usage as part of a weekday meal, processed amaranth leaves could potentially substitute the use of fresh leaves to enrich peanut sauces. Use of marketing information that enhances positive emotions should be integral in creating consumer demand for value added AIV products. Processing that conserves flavor is recommended for maintaining the sensory appeal of these products. Highlights: Demand for African Indigenous Vegetables (AIV) can be shaped by product development. Information increased acceptability in spite of low familiarity and food neophobia. Processed amaranth products had high situational appropriateness similar to control. Processing that conserves flavor boosts sensory appeal of value-added AIV products. Marketing information with positive emotions should be used to promote AIV products.