Emotion responses under evoked consumption contexts: A focus on the consumers’ frequency of product consumption and the stability of responses

Emotional responses to taste and smell stimuli: Self-reports, physiological measures, and a potential role for individual and genetic factors

Taste and olfaction elicit conscious feelings by direct connection with the neural circuits of emotions that affects physiological responses in the body (e.g., heart rate and skin conductance). While sensory attributes are strong determinants of food liking, other factors such as emotional reactions to foods may be better predictors of consumer choices even for products that are equally-liked. Thus, important insights can be gained for understanding the full spectrum of emotional reactions to foods that inform the activities of product developers and marketers, eating psychologist and nutritionists, and policy makers. Today, self-reported questionnaires and physiological measures are the most common tools applied to study variations in emotional perception. The present review discusses these methodological approaches, underlining their different strengths and weaknesses. We also discuss a small, emerging literature suggesting that individual differences and genetic variations in taste and smell perception, like the genetic ability to perceive the bitter compound PROP, may also play a role in emotional reactions to aromas and foods.

The Influence of Consumption Context on Indulgent Versus Healthy Yoghurts: Exploring the Relationship between the Associated Emotions and the Actual Choices

This work examines the associated emotions of consumers transmitted from extrinsic attributes (fat-related nutrition claims (full-fat, low-fat, and fat-free) and ingredient features (plain, berries, and double chocolate chunk)) labelled on yoghurt packages. It differentiates by consumption context (health versus indulgent) at the time of the survey and studies the relationship between the associated emotions (e.g., positive versus negative) attached to extrinsic attributes and the actual choices. The research was conducted in the Netherlands in 2019, with 209 regular consumers of yoghurt. Participants were divided into two treatments according to each consumption context and a control group (no context); they were instructed to imagine purchasing yoghurt to consume it as a healthy snack or as a dessert or received no instructions. After choosing their preferred option from a discrete choice experiment, participants indicated how the choice made them feel from a list of emotions. The results revealed significant differences between positive emotional profiles for choosing healthy (low-fat) yoghurts with berries and negative profiles for choosing less healthy alternatives (full-fat) with double chocolate chunk sensory features. The findings from a random parameter logit model showed that participants who continuously chose the same type of yoghurt in all choice tasks selected mostly positive rather than negative emotions. The overall findings suggest that the associated emotions affect yoghurt choices. However, the emotions were mainly affected by the consumption context.

Nature Ambience in a Lunch Restaurant Has the Potential to Evoke Positive Emotions, Reduce Stress, and Support Healthy Food Choices and Sustainable Behavior: A Field Experiment among Finnish Customers

Laboratory experiments have indicated that exposure to restorative ambiences in food environments can lead to beneficial outcomes for consumers, but there is little evidence if this positive effect holds true in real-life consumption conditions. Therefore, the aim of this study was to analyze the effects of lunch restaurant ambience on customers’ emotional responses, stress recovery, food choices, and generation of plate waste. The expectation was that ambience inducing positive emotional responses would lead to alleviated stress, healthier food choices, and reduced plate waste. A field experiment with a baseline and two experimental ambiences (‘nature ambience’ to induce positive emotions and ‘fast food ambience’ to induce less positive emotions) including visual and auditory stimuli was conducted in a lunch restaurant for one week per ambience. Emotional responses, and objective and subjective stress were measured from a subgroup of participants (n = 32). Food choices and plate waste were measured for all customers (n = 1610–1805 depending on the study week). During ‘nature ambience’ week, customers more often chose vegetarian dishes and generated less plate waste. The results on emotional responses and stress recovery were partially in line with the expectations. The study provides real-life evidence that restaurant ambience modification could lead to beneficial consequences for customers.

Investigating the relative merits of using a mixed reality context for measuring affective response and predicting tea break snack choice

Sensory evaluation for the investigation of food consumption is often conducted in a controlled laboratory environment, which does not reflect consumption behaviour in real world. Here, we compared the effect of consumption setting (traditional sensory booth, mixed reality projection café, and a café) on consumer affective responses, and to investigate the effectiveness of using Microsoft HoloLens technology, an Augmented Mixed Reality device, as an ecologically valid alternative to natural consumption eating for sensory evaluation. Participant [(n = 120): 86 females/34 males, aged 18-65 years] affective response (overall liking, attribute liking, emotional response, and snack choice) towards two commercially available tea break snacks (caramel slice and chocolate digestive biscuit) was assessed in three different consumption settings using a balanced crossover design. There were no significant differences for most affective ratings between data obtained from the HoloLens evoked café and real café (p ≥ 0.10), suggesting that mixed reality could provide an ecologically valid context for consumer research. However, response differences were observed between these two contexts and the sensory booths. For example, interested, joy, enthusiastic emotion terms were rated slightly higher in the evoked café in comparison to the booth context and slightly higher emotional engagement was observed for joy in the café compared to the booths (all p < .10). This study highlights key considerations for deciding where consumer testing should be conducted and the importance of using a combination of overall liking, attribute liking and emotional response to obtain data representative of real-world environments in consumer studies.

Cross-cultural emotional response to food stimuli: Influence of consumption context

Emotional responses elicited by certain types of food can be influenced by past experiences, frequency of consumption, culture, and other personal preferences. The present research aimed i) to investigate the impact of culture (Brazilian and Spaniard) on consumers' emotional responses and acceptability of different food stimuli, and ii) to explore the influence of evoked contexts. Brazilian (n = 437) and Spanish (n = 397) participants were exposed to three visual food stimuli (image of chocolate, potato chips, and yogurt) in an online survey and reported their emotional responses. Sociodemographic data, liking, and frequency of consumption were also collected. The evoked context in our study were designed and proposed, for each product and culture, based on four dimensions (consumption time, location, social setting, and hungry state). The evoked emotional lexicon was different for each food stimulus and was clearly influenced by the cultural factor. However, there are more similarities between cultures when evaluating the same product category. The evoked contexts were appropriated and influenced the citing frequency of some emotion terms, including positive ones. The most cited emotion terms tended to positively impact product liking ratings, acting as drivers of liking. Consumption level was positively related to liking regardless of cultural interactions for both chocolate and potato chips stimuli. In conclusion, the cultural background demonstrated to be an important impact factor to be considered for understanding the effects of product, consumption occasions, and degree of liking, on emotional responses to foods. These findings offer new possibilities to be explored in marketing messages for interventions or stimuli that guide food choices.

Emotions Evoked by Colors and Health Functionality Information of Colored Rice: A Cross-Cultural Study

This study aimed to examine the emotional responses evoked by cooked colored rice and its health functionality information in both consumers who eat rice as a staple food and consumers who do not eat rice as a staple food. Specifically, Korean and American consumers were exposed to colored rice and its health functionality information and an emotion lexicon was generated and measured based on focus group interviews (FGI) and two online consumer surveys. In test 1, the emotions evoked by presentation of stimuli to Koreans (N = 10) and Americans (N = 10) were extracted through FGIs and the first online consumer survey (Koreans = 69; Americans = 68) and an emotion lexicon was generated. As a result, a total of 34 terms were confirmed. Test 2 was conducted during the second online consumer survey (capturing data from a total of 208 Koreans and 208 Americans), utilizing the terms generated in test 1. In this test, only the colors (CO) of colored rice were presented to one group, while colors and health functionality information (CO&H) were presented to the other group. The overall liking for stimuli in both countries was highly correlated with familiarity. Koreans showed significantly more familiarity and liking for CO of white and black CO rice, while Americans showed significantly more familiarity and liking for CO of white and yellow rice. Hierarchical cluster analysis was performed to categorize the emotion terms, and the emotion terms were sorted into the three clusters, “Positive”, “Negative”, and “New”, for both countries. Under informed conditions, the emotions became more positive, and emotions in the “New” cluster were evoked in both countries. The current study employed a cross-cultural approach to assess consumers’ emotional responses to colored rice and health functionality information. Our findings suggest that providing foods with preferred colors for each culture and providing sufficient information on the said foods will help to promote unfamiliar foods.

The effects of contexts on consumer emotions and acceptance of a domestic food and an unfamiliar ethnic food: a cross-cultural comparison between Chinese and Korean consumers

Contexts are known to affect hedonic and emotional responses to various food products. This study was conducted to investigate the effects of context on consumer acceptance and emotion of a domestic food and an unfamiliar ethnic food. Here, 97 Chinese and 83 Koreans rated hedonic and emotional responses to Korean shallot-seafood pancake (Haemul-pajeon) and Chinese shallot pancake (Cōngyóubĭng), in a sensory or ethnic context. Context did not significantly influence liking, but the Koreans' liking for Cōngyóubĭng significantly decreased in ethnic context compared to sensory context. Context significantly influenced eliciting positive emotions to domestic foods, whereas the context that increased positive emotions differed by the nationality of the panel. Ethnic food evaluated in ethnic context elicited emotions with negative valence or high arousal, whereas actual tasting significantly reduced these emotions. The results suggest that previous experiences and associations moderate the effect of context on emotions and acceptance.

Antimicrobial, Antioxidant, Sensory Properties, and Emotions Induced for the Consumers of Nutraceutical Beverages Developed from Technological Functionalised Food Industry By-Products

This study aims to develop nutraceutical beverages containing food processing by-products in their formulation, and determine the opinion of consumers. This is done by testing whether they know that the main ingredients of the product are by-products, performing an overall acceptability test of the developed beverages, and evaluating the emotions induced by the newly developed beverages for consumers. The main ingredients used for the preparation of added-value beverages were fermented milk permeate (containing galactooligosaccharides), extruded and fermented wheat bran (WB) (containing ≥6.0 log₁₀ CFU g⁻¹ viable antimicrobial properties showing lactic acid bacteria (LAB) strains), and different fruit/berry by-products (FBB) (as a source of compounds showing antioxidant properties). The definition of the quantities of bioactive ingredients was based on the overall acceptability of the prepared beverages, as well as on emotions induced in consumers by the tested beverages. Functional properties of the developed beverages were proofed by the evaluation of their antimicrobial and antioxidant properties, as well as viable LAB count during storage. Desirable changes in extruded and fermented WB were obtained: Fermentation reduced sugar concentration and pH in samples with predominant lactic acid isomer L(+). In addition, the viable LAB count in the substrate was higher than 6.0 log₁₀ CFU g⁻¹, and no enterobacteria remained. By comparing the overall acceptability of the beverages enriched with WB, the highest overall acceptability was shown for the samples prepared with 10 g of the extruded and fermented WB (7.9 points). FBB showed desirable antimicrobial activity: Shepherd inhibited—2, sea buckthorn—3, blueberries—5, and raspberries—7 pathogens from the 10 tested. Comparing different beverage groups prepared with different types of FBB, in most cases (except sea buckthorn), by increasing FBB content the beverages overall acceptability was increased, and the highest score (on average, 9.5 points) was obtained for the samples prepared with 5.0 and 7.5 g of blueberries FBB. Moreover, a very strong positive correlation (r = 0.8525) was found between overall acceptability and emotion “happy” induced in consumers by the prepared beverages enriched with extruded and fermented WB and FBB. By comparing the samples prepared with the addition of WB with samples prepared with WB and FBB, it was observed that most FBB increased total phenolic compounds (TPC) content (on average, by 9.0%), except in the case of samples prepared with sea buckthorn. A very high positive correlation (r = 0.9919) was established between TPC and antioxidant activity. Finally, it can be stated that the newly developed nutraceutical beverages were acceptable for consumers, induced positive emotions, and possessed desirable antimicrobial and antioxidant properties, while being prepared in a sustainable and environmentally friendly manner.

Global Profile: Going beyond liking to better understand product experience

Over the last few years, interest in collecting an increasing variety of information in order to acquire a deeper and more comprehensive understanding of the consumer experience with products has steadily grown. The present study was designed to develop a methodological approach to explore the Global Profile of products within a category. A product-specific questionnaire was developed using one-on-one online interviews conducted with a modified version of the Repertory Grid Method (RGM) combined with semiotic analysis, EmoSemio, extended to cover all the main dimensions of product experience of the category of processed tomato. A 96 item questionnaire - including liking, sensory properties, emotions, emotional and functional conceptualisations and contextual appropriateness measures - was developed and employed in a home use test with 196 consumers who evaluated 9 products (one per day). All the statements were found to discriminate between products with the exception of one. A Multiple Factor Analysis showed that emotions were highly correlated with functional/emotional conceptualisations, while sensory properties were mainly related to emotional conceptualisations (memories) and uses in the recipes. The information provided by the simultaneous collection of these different dimensions allows to go beyond liking and may be used in product development and innovation in order to better understand the consumer experience of a product.

Reprint of "Capturing consumer perception of vegetable freshness in a simulated real-life taste situation"

Consumer testing in re-created purchase or consumption contexts may produce results with a higher external validity than laboratory testing and be a valid alternative to consumer testing in real-life contexts. Hence, the present study evaluates the utility of a novel immersive approach in sensory consumer testing. An immersive multisensory room was designed to reproduce consumption conditions close to real life, with large wall screen projections, audio and olfactory stimuli and furniture consistent with the video scenario. Overall liking and perceived freshness of two vegetable products (salad tomato and wild rocket) at different storage time were evaluated by a group of volunteers, regular consumers of the products. Evaluations were performed both in a immersive environment setting - the scenario was the dining room of a holiday farm overlooking a patio and the countryside - and in a traditional sensory lab setting, as a control. The magnitude of liking was higher when evaluations were performed in the immersive environment setting than in the traditional lab setting. However, the discrimination efficacy for freshness and liking of stored and un-stored vegetables was reduced in the immersive environment with respect to the control lab. Additional research, aimed at exploring other products and other consumption or purchase immersive scenarios, will further clarify whether these findings are product-dependent or determined by the contingent immersive situation.

Dynamic Context Sensory Testing-A Proof of Concept Study Bringing Virtual Reality to the Sensory Booth

Eating is a multimodal experience. When we eat, we perceive not just the taste and aroma of foods, but also their visual, auditory, and tactile properties, as well as sensory input from our surroundings. Foods are commonly tested within a sensory booth, designed specifically to limit such input. Foods are not commonly experienced in such isolation, but alongside this context, which can alter how a food is perceived. In this study, we show that the sensory properties of food can be altered by changing the environment it is consumed in, using virtual reality (VR) to provide an immersive, dynamic context to the eating experience. The purpose of this project was to develop an affordable and easy-to-implement methodology for adapting VR technology to sensory evaluation, without prohibitive amounts of expensive equipment or specialized programming knowledge. Virtual environments were formed by processing custom-recorded 360 degree videos and overlaying audio, text, sensory scales, and images to simulate a typical sensory evaluation ballot within the VR headset. In a pilot test, participants were asked to taste 3 identical blue cheese samples in 3 virtual contexts-a sensory booth, a park bench, and a cow barn. Respondents rated their liking of the sample, as well as its saltiness, and pungency, attributes either reflective of one context (pungency in the barn), or presumably unrelated (saltiness). Panelists duly rated the sample's flavor as being more pungent when consumed in the barn context. These results provide proof of concept for VR in applied sensory studies, providing an immersive context to a sensory test while remaining in place.

PRACTICAL APPLICATION

We consume foods in environments that can "spill over" into our perceptions of the food. Thus, we consider some foods "unsuitable" for certain settings, with others deemed more suitable for this locale. This has been studied for many years as sensory "context," with written descriptions, pictures, or videos of such contexts. We present a method generating virtual reality contexts without any specist programming knowledge, for a few hundred dollars. In an accompanying pilot test, perception of a sample was significantly influenced by the VR context in which it was delivered.

Wine consumers' subjective responses to wine mouthfeel and understanding of wine body

Wine mouthfeel is considered important for wine quality by experts, while consumers understanding of mouthfeel and the role of wine body in their wine choice is unknown. One experiment determined the influence of intrinsic wine mouthfeel on consumers' wine liking and emotions, and the other, how consumers understand the term wine body. The first experiment used a 2 astringency level×2 body level experimental design. The samples were base wine with; nothing added (control), added xanthan gum (for increased body), added grape seed extract (GSE, for increased astringency), and with both added xanthan gum and GSE. The consumer taste trial (n=112) indicated that wine with increased body did not influence wine liking and emotions; while increased astringency decreased liking and elicited more intense negative emotions. The second experiment examined consumers' knowledge of wine body through an online survey (n=136). Consumers described wine body most frequently using words such as flavour, fullness, and strength. Wine body was therefore understood by consumers predominantly as a holistic multi-sensory perception of flavour. Wine flavour was indicated by consumers to be the most important factor driving purchase decisions followed by balance of flavours and wine body. It is crucial that wine professionals carefully communicate wine characteristics to consumers to prevent possible misunderstandings such as the meaning of wine body and as a result better meet consumer expectations. In future, the term body may benefit from a clearer definition for academic research as well as industry.

Development and Application of a Test for Food-Induced Emotions

This study aimed to develop a test to measure food-induced emotions suitable for stable food and beverages. All of the experiments were conducted under the conditions of a consumer sensory evaluation according to German standard DIN 10974. Test development included descriptors’ derivation and factor analysis as well as a comparison between the new test (empathic food test, EFT) and a hedonic sensory test and an unspecific psychological test, known as a multidimensional mood questionnaire (MDMQ). Nineteen sensory experts derived twelve items using free-choice profiling. After an exploratory factor analyses, ten of the intended twelve items were integrated into two scales. To compare the new questionnaire (EFT) to the MDMQ and a hedonic test, panels of 59 (EFT), 64 (MDMQ) and 63 (hedonic sensory test) untrained individuals described their perceptions after consuming sensorially similar pairs of milk, water, bread and sugar. The benchmark of comparison was the power to discriminate between the food pairs. Test-retest replicability was demonstrated. All three tests presented slight differences in sample preference and effect size depending on the offered products. These findings underscore the need to test new methods with a wide range of products. Further research is needed to investigate the relationship between sensorial perception and emotional response.

The effect of the research setting on the emotional and sensory profiling under blind, expected, and informed conditions: A study on premium and private label yogurt products

Although sensory and emotional evaluation of food products mostly occurs in a controlled laboratory environment, it is often criticized as it may not reflect a realistic situation for consumers. Moreover, products are mainly blind evaluated by participants, whereas external factors such as brand are often considered as key drivers of food choice. This study aims to examine the role of research setting (central location test versus home-use test) and brand information on the overall acceptance, and sensory and emotional profiling of 5 strawberry-flavored yogurts. Thereby, private label and premium brands are compared under 3 conditions: blind, expected, and informed (brand information). A total of 99 adult subjects participated in 3 sessions over 3 consecutive weeks. Results showed that overall liking for 2 yogurt samples was higher in the laboratory environment under the informed evaluation condition, whereas no effect of research setting was found under the blind and expected conditions. Although emotional profiles of the products differed depending on the research setting, this was less the case for the sensory profiles. Furthermore, brand information clearly affected the sensory perception of certain attributes but had less influence on overall liking and emotional profiling. These results indicate that both scientists and food companies should consider the effect of the chosen methodology on ecological validity when conducting sensory research with consumers because the laboratory context could lead to a more positive evaluation compared with a home-use test.