Hedonic plasticity of vegan burger patty in implicit or explicit reference frame conditions.

The findings show that the type of samples evaluated sequentially together with the target vegan burger patty within the same session had a greater effect on the target sample than the information provided explicitly. To effectively introduce the target vegan burger patty to consumers who are relatively new to the vegan food product category such as Koreans, it is suggested to position the product under the category of vegan foods rather than the category of conventional burger patties. This article is protected by copyright. All rights reserved.