Effects of introspective vs. extraspective instruction in scaling of hedonic properties of flavouring ingredients by Chinese and German subjects

In order to evaluate the frequency of use and the like/dislike of flavouring ingredients, questionnaires were distributed via Internet to Chinese and German respondents. The respondents were asked to indicate to each of 58 different flavouring ingredients how often they eat it and in a second round how well it tastes. The questionnaires were given with either one out of 2 different instructions with wordings as to induce either an introspective or an
“extraspective” attitude. Wordings facilitating an introspective attitude result in significantly increased response times as well as significant correlations between the judgements on the frequency of use and both the response time on frequency judgements and response time on hedonic evaluations, whereas significant correlations between these variables were not found in subjects who received a wording facilitating an extraspective attitude. The correlation
between frequency of use and hedonic evaluation is notable higher in subjects who received extraspective wordings.