Different serving shapes of cooked jasmine rice on a plate affect the consumer's visual preference

Sophitanontrat, W. and Khajarern, K. (2021) Different serving shapes of cooked jasmine rice on a plate affect the consumer's visual preference. Food Research (Malaysia), 5. pp. 104-108. ISSN 2550-2166

This research aimed to investigate how five different serving shapes of cooked jasmine rice (round, square, triangular, flower, and heart shapes) affected visual hedonic preference and consumer perception (n = 100). Cooked rice was placed on a plate without food, the heart, flower, and triangle serving shapes had higher artistic mean scores than the round shape. And cooked rice placed in the shape of a heart on a plate with food had a higher mean score on ‘liking in shape’ than round or square shapes. The findings of this study could be beneficial to food styling, presenting, and catering in the foodservice industry, resulting in increased sales, particularly in restaurants and hotels. Furthermore, for more successful food marketing and advertising, one can use the shapes of a heart as a serving shape for cooked jasmine rice box labels.

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Abstract

This research aimed to investigate how five different serving shapes of cooked jasmine rice (round, square, triangular, flower, and heart shapes) affected visual hedonic preference and consumer perception (n = 100). Cooked rice was placed on a plate without food, the heart, flower, and triangle serving shapes had higher artistic mean scores than the round shape. And cooked rice placed in the shape of a heart on a plate with food had a higher mean score on ‘liking in shape’ than round or square shapes. The findings of this study could be beneficial to food styling, presenting, and catering in the foodservice industry, resulting in increased sales, particularly in restaurants and hotels. Furthermore, for more successful food marketing and advertising, one can use the shapes of a heart as a serving shape for cooked jasmine rice box labels.

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Item Type:	Article
AGROVOC Term:	Oryza sativa
AGROVOC Term:	processed products
AGROVOC Term:	consumer behaviour
AGROVOC Term:	consumer attitudes
AGROVOC Term:	marketing
AGROVOC Term:	food labelling
AGROVOC Term:	food industry
Geographical Term:	Thailand
Depositing User:	Mr. Khoirul Asrimi Md Nor
Date Deposited:	27 Nov 2025 10:36
Last Modified:	01 Dec 2025 03:49
URI:	http://webagris.upm.edu.my/id/eprint/3164

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