The influence of context upon consumer sensory evaluation of chicken‐meat quality

There is an apparent lack of research investigating how different test conditions influence or bias consumer sensory evaluation of food. The aim of the present pilot study was to determine if testing conditions had any effect on responses of an untrained panel to a novel chicken product. Assessments of flavour, texture and overall liking of corn‐fed chicken were made across three different testing conditions (laboratory‐based under normal lighting; laboratory‐based under controlled lighting; and, home testing). Least favourable evaluations occurred under laboratory‐based conditions irrespective of what lighting was used. Consumers perceived the product more favourably in terms of flavour (p < 0.001), texture (p < 0.001) and overall preference (p < 0.001) when evaluated in the familiar setting of the home. Home testing produced more consistent assessments than under either of the two laboratory‐based test conditions. The results imply that home evaluation should be undertaken routinely in new food product development.