The effect of meal situation, social interaction, physical environment and choice on food acceptability.

Consumer acceptance of food and beverage was measured after modifying four key factors or `context effects' in five consumer central location tests: its function as a meal component, social interaction during consumption, the physical environment in which the food is selected and consumed, and food choice. One of two flavor variations each of salad, pizza and iced tea were served. Acceptance ratings and self-reported food intake were obtained from consumers.

In Tests 1–5, context effects were added sequentially, so that by Test 5 all context effects were present. Sixth test served as a comparison to `real life' and took place at a local restaurant.

Our hypothesis was that product acceptability would increase with the addition of the various context effects. Meal context had the strongest positive effect on tea; social context had a strong negative effect on pizza; environment had a weak but positive effect on pizza and tea and a negative effect on salad; and choice had a positive effect on salad.

These results suggest that context variables do affect product acceptance, but that the relationship between context effect and consumer acceptance may not be consistent within and across meal components.