A tale of 3 scales: How do the 9-pt, Labeled Affective Magnitude, and unstructured Visual Analog scales differentiate real product sets of fresh berries?

Trial Analysis of the Relationship between Taste and Biological Information Obtained While Eating Strawberries for Sensory Evaluation

This paper presents a trial analysis of the relationship between taste and biological information obtained while eating strawberries (for a sensory evaluation). This study used the visual analog scale (VAS); we collected questionnaires used in previous studies and human brain activity obtained while eating strawberries. In our analysis, we assumed that brain activity is highly correlated with taste. Then, the relationships between brain activity and other data, such as VAS and questionnaires, could be analyzed through a canonical correlation analysis, which is a multivariate analysis. Through an analysis of brain activity, the potential relationship with "taste" (that is not revealed by the initial simple correlation analysis) can be discovered. This is the main contribution of this study. In the experiments, we discovered the potential relationship between cultural factors (in the questionnaires) and taste. We also found a strong relationship between taste and individual information. In particular, the analysis of cross-loading between brain activity and individual information suggests that acidity and the sugar-to-acid ratio are related to taste.