CONSUMER AWARENESS OF AND ATTITUDES TO FOOD TEXTURE: I: Adults.

Although its awareness appears to be present on a subconscious level, texture plays a very essential role in determining people's feelings about foods. Intensity of flavor, socially and culturally learned expectations, psychological and physiological factors, sex, socio-economic class, image of a food, and eating occasions influence awareness of and attitudes to texture among adult consumers. Texture awareness is increased when expectations are violated, associations are made with non-food items, or unpleasant mouth sensations are experienced. Textural qualities are often linked with whole-someness and excellence of food preparation.