Data and images for 'Milk, mylk or drink: Do packaging cues affect consumers’ understanding of plant-based products?'

We created and tested 9 images of packages of plant-based milk and 9 images of plant-based chicken meat varying the “animalness” of terminology, container, image, and verbal claim. An online survey was answered by a sample of 600 participants from the US population. We assessed the willingness to try the product, the perceived origin of the product (vegetable -animal), the time to give the answer to the origin question, and the sensory expectations for the product.<br>

我们制作并测试了9款植物基奶包装图像与9款植物基鸡肉包装图像，并在术语、包装容器、视觉画面以及文字宣传内容中调整了动物属性（animalness）的呈现水平。本研究招募600名来自美国人群的参与者作为样本完成线上问卷调查，并评估了参与者的产品尝试意愿、产品感知来源（植物源-动物源）、回答来源判定问题的反应时长，以及对该产品的感官预期。