Consumer preferences for beef color and packaging did not affect eating satisfaction

We investigated whether consumer preferences for beef colors (red, purple, and brown) or for beef packaging systems (modified atmosphere, MAP; vacuum skin pack, VSP; or overwrap with polyvinyl chloride, PVC) influenced taste scores of beef steaks and patties. To test beef color effects, boneless bee f top loin steaks (choice) and ground beef patties (20% fat) were packaged in different atmospheres to promote development of red, purple, and brown c olor. To test effects of package type, steaks and patties were pretreated w ith carbon monoxide in MAP to promote development of red color, and some me at was repackaged using VSP or PVC overwrap. The differently colored and pa ckaged meats were separately displayed for members of four consumer panels who evaluated appearance and indicated their likelihood to purchase similar meat. Next, the panelists tasted meat samples from what they had been told were the packaging treatments just observed. However, the meat samples act ually served were from a single untreated steak or patty. Thus, any differe nce in taste scores should reflect expectations established during the visu al evaluation. The same ballot and sample coding were used for both the vis ual and taste evaluations. Color and packaging influenced (P < 0.001) appea rance scores and likelihood to purchase. Appearance scores were rated red > purple > brown and PVC > VSP > MAP. Appearance scores and likelihood to pu rchase were correlated (r = 0.9). However, color or packaging did not affec t (P > 0.5) taste scores. Thus, consumer preferences for beef color and pac kaging influenced likelihood to purchase, but did not bias eating satisfact ion. (C) 2001 Elsevier Science Ltd. All rights reserved.