Variations in U.S. Consumers’ Acceptability of Korean Rice Cake, Seolgitteok, with respect to Sensory Attributes and Nonsensory Factors

Because the Korean rice cake, Seolgitteok, is mainly prepared with rice flour containing no gluten-protein associated with celiac disease, it can be considered for inclusion in a gluten-free diet. However, Western consumers may be unlikely to enjoy the plain flavor and chewy texture of Seolgitteok. This study aimed to determine both sensory and nonsensory factors that might affect U.S. consumers’ acceptability of Seolgitteok. A total of 119 U.S. consumers rated 5 Seolgitteok samples, differentiated by descriptive sensory analysis, with respect to hedonic impression and just-about-right aspects of sensory attributes. Nonsensory factors such as demographic profile, innovativeness, social representation, sensation-seeking, and personality traits were also assessed. Addition levels of brown rice flour (0% to 100%) and sugar (5% to 20%) not only enriched flavor, but also lessened chewiness of Seolgitteok, thereby increasing an overall hedonic impression. Moreover, consumer acceptability of Seolgitteok varied with respect to nonsensory factors. Seolgitteok was more appreciated by males, sensation seekers, and individuals constrained by social desirability than by other groups. In conclusion, these findings demonstrate that U.S. consumers’ acceptability of Seolgitteok varies not only by sensory attributes such as rice flavor, sweetness, and chewiness, but also by nonsensory factors such as gender, sensation-seeking characteristics, and personality traits. Practical Application Food manufacturers, marketers, and sensory professionals wishing to increase the acceptability of Seolgitteok as a gluten-free diet in the United States to facilitate its globalization should therefore consider both sensory and nonsensory factors that affect such acceptability.