The effect of product–context appropriateness on emotion associations in evoked eating occasions

Emotional response to healthier foods: Influence of culture and health consciousness

Sugar, salt, and fat content in processed products are important concerns for consumers. Hence, alternative "healthy" versions of conventional foods such as chocolate, potato chips, and yogurt are offered. This work aimed to define the emotional response of consumers from different cultural backgrounds (Spain vs. Brazil) evoked by healthier versions of conventional products and the relationship between hedonic responses and health consciousness. A total of 186 Brazilian and 152 Spanish consumers participated in this online cross-cultural study. Participants answered a Health Consciousness Questionnaire and an emotional check-all-that-applies questionnaire using picture stimuli of conventional chocolate, potato chips, and yogurt and their healthier versions with less sugar, salt, and fat content, respectively. The Brazilians' emotional responses were more diverse for all stimuli compared to the Spaniards'. However, participants from both cultures rated an average of "slightly agree" on the health consciousness scale; a higher level of consumption, liking, and willingness to buy; and a higher frequency of positive emotional terms for the stimuli of conventional products compared to their healthier versions. A higher frequency of evocation of "active" is strongly associated with higher levels of health consciousness. Strategic actions by the food industry and government must consider cultural, emotional, and health-conscious factors to encourage the consumption of healthier foods. PRACTICAL APPLICATION: Food manufacturers can use the information obtained from this study to create healthier versions of their products that appeal to consumers' emotional responses and health consciousness levels. The findings can assist in designing strategic actions to promote healthier food consumption by emphasizing the benefits of healthier food choices and making them more appealing to consumers. The methodology employed in this study can also be applied to further studies aimed to assess emotional responses to food stimuli across different cultures.

The Crick-Eatery: A Novel Approach to Evaluate Cricket (Acheta domesticus) Powder Replacement in Food Products through Product Eating Experience and Emotional Response

This study was conducted to evaluate three different food products containing cricket powder for consumer acceptability, emotional response, satiety, and plate waste. US untrained consumers (n = 108), from the San Luis Obispo, CA area, were recruited to evaluate three food products (sausage, pasta, and brownies) as components in a three-course meal that either contain cricket powder (CP) or not (Control). The CP sausage was found to have lower liking scores than the Control for the attributes tested (p < 0.05). The CP pasta was found to be higher in overall liking than the Control (p < 0.05). The CP Brownies were rated highly across the attributes, except for texture and aftertaste (p < 0.05). Though the CP products were found to be as acceptable as the Controls, the use of cricket powder may have affected the texture and flavor profile of both the CP sausage and brownies. The participants selected more positive emotions terms for both the CP and Control products than negative emotions. Negative terms selected, such as worried, decreased once the products were consumed (p < 0.05). Plate waste and subjective satiety may also be indicators of consumer acceptability. Significant correlations were found between appearance liking and satiety as well as taste liking and plate waste for both the Control and CP products/dishes (p < 0.05). Based on this work, future acceptance of insect-based products may be encouraged by evaluating the products throughout an eating experience.

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.

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.

Situating desire: Situational cues affect desire for food through eating simulations

How do situations influence food desire? Although eating typically occurs in rich background situations, research on food desire often focuses on the properties of foods and consumers, rather than on the situations in which eating takes place. Here, we take a grounded cognition perspective and suggest that a situation that is congruent with consuming a food increases simulations of eating it, which, in turn, affect desire, and the expected and actual liking of the food. We tested this idea in four pre-registered experiments (N = 524). Participants processed an image of a food presented in a congruent situation, an incongruent situation, or no background situation. Compared to the incongruent situation, the congruent situation increased expected liking of the food and desire, and this was partially or fully mediated by eating simulations. The congruent situation also increased salivation, a physiological indicator of preparing to eat. However, there was only weak and indirect evidence for congruence effects on actual liking of the food when tasted. These findings show that situational cues can affect desire for food through eating simulations. Thus, background situations play an important but understudied role in human food desires. We address implications for research using food images, and for applications to promote healthy and sustainable eating behaviour.

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.

Virtual Terroir and the Premium Coffee Experience

With its origin-centric value proposition, the specialty coffee industry seeks to educate consumers about the value of the origin of coffee and how the relationship with farmers ensures quality and makes coffee a premium product. While the industry has widely used stories and visual cues to communicate this added value, research studying whether and how these efforts influence consumers' experiences is scarce. Through three experiments, we explored the effect of images that evoke the terroir of coffee on the perception of premiumness. Our results revealed that online images that resembled the broad origin of coffee (i.e., a farm) could influence premiumness expectations of coffee (Experiment 1). Similarly, a virtual reality environment that depicted this broad origin (vs. a control but not a city atmosphere) could enhance the perception of coffee premiumness for non-expert consumers (Experiment 2) and the enjoyment of the experience for coffee professionals (Experiment 3). Importantly, we found that congruence between the coffee and the virtual reality (VR) atmospheres mediated how much non-experts enjoyed the experience (Experiment 2). VR atmospheres also influenced expectations of sweetness and acidity for non-experts (Experiment 2). These findings serve as a steppingstone for further exploration of the effects of congruence between visual cues and product/brand attributes on premiumness expectations and perception, and more generally on consumer experience. From a practical standpoint, this study provides insights into key aspects for the development of immersive virtual product experiences.

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.

Minimal effect of evoked contexts in product testing with consumers: Case studies using typical consumption situations

Consumer studies conducted under central location test (CLT) conditions continue to be dominant in product research and context evocation have been suggested as an avenue to partly mitigate the lack of real consumption settings. In this research the influence of evoked context on product acceptability was investigated in eight diverse consumer studies (138-268 participants per study) through the use of between-subjects designs that allowed the comparison of hedonic scores obtained with and without evoked context. In a departure from previous research, consumers mentally evoked their typical consumption contexts for the focal product categories and content analysis of descriptions of these situations showed them to often be idiosyncratic. Results were partly product- and situation-specific, and in this regard replicated past research. The evoked context only significantly modified hedonic scores in two of the eight studies, whereas it increased sample discrimination in three studies. Thus, accumulating evidence now supports the conclusion that evoked context is less rather than more likely to impact hedonic responses. Nonetheless, a benefit of context evocation is to give products a more complete meaning, and this may motivate their continued use in CLT settings. For researchers who wish to continue their use, key considerations in implementation are discussed, including relevance in home-use testing (HUT). By asking consumers to describe a typical eating occasion for the tested products, useful understanding of product use and pairings is gained. Such data can be easily elicited from consumers and obtained independently of context evocation.

Development of a Sensory Method to Detect Food-Elicited Emotions Using Emotion-Color Association and Eye-Tracking

Studying consumers’ implicit emotions has been always described as a difficult and a complicated mission due to the emotions being of a non-cognitive nature. This research aims to develop a new method based on emotion-color association (ECA) to detect consumer’s implicit food-elicited emotions using an eye-tracker tool. The study was accomplished in two experiments. The first experiment intended to build a new color scale based on the emotion-color association using the eye-tracking method and a self-reported questionnaire (SRQ). The results showed that people tend to express their evoked positive emotions by choosing mostly the light colors, and favor to choose dark colors to reveal their evoked negative emotions. In the second experiment, a sensory evaluation was conducted employing the developed color scale in addition to verbal emotion-based questionnaire (VEQ) to detect the participants’ food-elicited emotions with different samples. The sensory evaluation consisted of taste, smell, and vision tests. The study demonstrated a consistency between the results of the verbal emotion questionnaire and the new color scale method. This consistency may refer to the capability of the developed scale, as a non-intrusive method that obtains prompt responses and avoids deliberate action, to rapidly detect the implicit emotions in a sensory evaluation for a better understanding of the consumer’s behavior.

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.

Recent developments in identifying and quantifying emotions during food consumption

Emotions and the consumption of food and beverages are inextricably intertwined. As the fields of sensory and consumer science seek to better conceptualize the consumer experience, interest in emotion measurement is growing. Emotions can provide key information to differentiate between products and predict consumer choice as well as give more detail about product perception. There are several emotion measurement instruments, including physiological methods and facial recognition, self-reported verbal emotion measurement and self-reported visual emotion measurement. This review discusses the purpose of measuring emotions, what is the definition of an emotion, what different instruments are available, and touches upon some promising research to deepen the connection between food and emotions. © 2016 Society of Chemical Industry.

Infusing pleasure: Mood effects of the consumption of a single cup of tea

Tea has historically been associated with mood benefits. Nevertheless, few studies have empirically investigated mood changes after tea consumption. We explored immediate effects of a single cup of tea up to an hour post-consumption on self-reported valence, arousal, discrete emotions, and implicit measures of mood. In a parallel group design, 153 participants received a cup of tea or placebo tea, or a glass of water. Immediately (i.e. 5 min) after consumption, tea increased valence but reduced arousal, as compared to the placebo. There were no differences at later time points. Discrete emotions did not differ significantly between conditions, immediately or over time. Water consumption increased implicit positivity as compared to placebo. Finally, consumption of tea and water resulted in higher interest in activities overall and in specific activity types compared to placebo. The present study shows that effects of a single cup of tea may be limited to an immediate increase in pleasure and decrease in arousal, which can increase interest in activities. Differences between tea and water were not significant, while differences between water and placebo on implicit measures were unexpected. More servings over a longer time may be required to evoke tea's arousing effects and appropriate tea consumption settings may evoke more enduring valence effects.