Effects of Spiciness Intensity on Emotional Responses to Xianglajiang: A Comparison Between Korean and Chinese Consumers

This study explored emotional responses to three levels of spiciness in Xianglajiang, a traditional Chinese spicy sauce, while examining the effects of nationality and sensation-seeking tendencies. A total of 111 participants (61 Koreans and 50 Chinese) evaluated Xianglajiang samples with mild, medium, and high spiciness levels. Emotional responses were assessed using a Rate-All-That-Apply questionnaire, alongside measures of sensation-seeking tendencies, preferences, attitudes, and purchase intentions. Data were analyzed using two-way mixed ANOVA, chi-square analyses, PCA and correlation analysis. The results indicated that negative emotions significantly increased with spiciness intensity, while positive emotions remained relatively stable. Korean consumers reported higher levels of negative emotions across all spiciness conditions than Chinese consumers, despite both groups exhibiting a notable rise in negative affect as spiciness intensified. Significant cross-national differences emerged in several emotional terms, including curious, overjoyed, surprised, fearful, nervous, pained, and uncomfortable. Principal component analysis revealed distinct emotional response patterns based on nationality and spiciness level. Additionally, Chinese participants displayed significantly higher sensation-seeking tendencies than their Korean counterparts. Positive emotions positively correlated with preference, attitude, and purchase intention, while negative emotions exhibited negative associations. These findings indicate that emotional responses to spicy foods are influenced by spiciness intensity, cultural familiarity, and sensation-seeking tendencies, offering insights for the development and localization of spicy food products.