The role of food stereotype in hedonic judgment of a delicacy food: A case study of Korean consumers’ liking for sliced raw fish (sashimi)

For a delicacy food that it is not routinely consumed, the criteria by which consumers determine whether they like it may not be clear. For such foods, it is highly likely that external cues, such as information, play an important role in sensory perception and hedonic judgment. However, such information may have different effects depending on the consumers' preconceived stereotype. Sashimi is thin slices of fresh raw fish, considered a delicacy food in many countries. This study was conducted to investigate whether information about the size of a fish affected expectations and acceptance of sashimi and whether the effect of such information differed depending on the type of stereotype about the relationship between fish size and the sensory quality of sashimi. Sashimi was prepared from large- (2.5 kg; LS) and small-sized (1.5 kg; SS) olive flounders. The overall sensory difference between LS and SS was determined using a triangle test (n = 58) and liking of the sashimi samples was rated by 48 consumers in blind and informed settings. There was no significant difference in sensory characteristics between LS and SS. Different types of stereotypes were associated with different interpretations of the same extrinsic cues, and affected expectations and acceptance. The stereotype that sashimi from large fish tastes better than that from small fish induced higher expected liking and actual liking for LS than for SS. This suggests that hedonic judgment of sashimi, a delicacy food, is influenced more strongly by external cues and stereotype than by intrinsic sensory traits.