A review of the current state of emotion research in product development

Chemosensory analysis of emotional wines: Merging of explicit and implicit methods to measure emotions aroused by red wines

Wine is a cultural product capable of arousing emotions. Measuring emotions and figuring out how much they could influence preferences or purchase decisions of consumers is a new trend in sensory and consumer research. However, the complexity of feelings makes the measure of emotions extremely challenging. Thus, a comprehensive understanding of emotions related to sensory stimuli in wine tasting is still missing. The purpose of the study is to evaluate the emotional power of tasting red wines using a multidisciplinary approach, combining sensory analysis performed by trained panelists, implicit and explicit measurements of emotions and chemical analysis of the wines tasted. Various red wines, renowned for their high polyphenol content and expected to exhibit rich texture, mouthfeel, and aging potential, have been utilized to this extent. The results obtained showed that the emotions measured were well-correlated with quantitative and hedonic attributes obtained using classic sensory analysis. Some aromatic molecules can be identified as markers capable of eliciting positive and negative emotional reactions. While increasing literature in the topic is recently available, our study appears to be the first highlighting the presence of autonomic nervous system (ANS) differences verified by means of electrocardiogram (ECG) features, related to explicit and complete sensory patterns, in response to sensory stimuli related to emotional wine, with higher sympathetic values at extrema and vagal increase in the presence of neutral sensory compounds.

Advancements in Sensors and Analyses for Emotion Sensing

Exploring the objective signals associated with subjective emotional states has practical significance [...].

The Effect of Response Conditions on Food Images-Evoked Emotions Measured Using the Valence × Arousal Circumplex-Inspired Emotion Questionnaire (CEQ)

In 2020, a single-response-based, valence × arousal circumplex-inspired emotion questionnaire (CEQ) was developed. Using a between-participants design, previous studies have found that a multiple response (MR) condition better discriminated test samples (e.g., written food names) based on their evoked emotions than a single response (SR) condition. This research, comprising Studies 1 and 2, aimed to determine the effect of response conditions (i.e., SR vs. MR) on emotional responses to food image samples, using a within-participants design. In Study 1, 105 Korean participants were asked to select a pair of emotion terms (i.e., SR condition) or select all pairs representing their evoked emotions (i.e., MR condition) from a list of 12 pairs of emotion terms of the CEQ, in response to the 14 food images. Both SR and MR conditions were tested within a remote (online) session. To minimize both a potential carry-over effect of the "within-participants design" and an influence of environmental factors in the remote testing, Study 2 asked 64 U.S. participants to do so over two separated sessions on two different days in a controlled laboratory setting. In both Studies 1 and 2, participants selected the CEQ's emotion-term pairs in the MR condition more frequently than in the SR condition, leading to the MR condition's higher capacity to discriminate test samples. While the configurations of the correspondence analysis biplots drawn in the SR and MR conditions were similar, those in the MR condition were more likely to be similar to the configurations of the principal component analysis biplots drawn from the ratings of valence and arousal for food image samples. In conclusion, this study provides robust empirical evidence that the MR condition can perform better in capturing sample differences in food-evoked emotions, while the SR condition is also effective in characterizing emotional profiles of test samples. Our findings will provide practical insights to sensory professionals, enabling them to effectively leverage the CEQ or its variants when measuring food-evoked emotions.

Crosstalk in Facial EMG and Its Reduction Using ICA

There is ample evidence that electromyography (EMG) signals from the corrugator supercilii and zygomatic major muscles can provide valuable information for the assessment of subjective emotional experiences. Although previous research suggested that facial EMG data could be affected by crosstalk from adjacent facial muscles, it remains unproven whether such crosstalk occurs and, if so, how it can be reduced. To investigate this, we instructed participants (n = 29) to perform the facial actions of frowning, smiling, chewing, and speaking, in isolation and combination. During these actions, we measured facial EMG signals from the corrugator supercilii, zygomatic major, masseter, and suprahyoid muscles. We performed an independent component analysis (ICA) of the EMG data and removed crosstalk components. Speaking and chewing induced EMG activity in the masseter and suprahyoid muscles, as well as the zygomatic major muscle. The ICA-reconstructed EMG signals reduced the effects of speaking and chewing on zygomatic major activity, compared with the original signals. These data suggest that: (1) mouth actions could induce crosstalk in zygomatic major EMG signals, and (2) ICA can reduce the effects of such crosstalk.

E-Senses, Panel Tests and Wearable Sensors: A Teamwork for Food Quality Assessment and Prediction of Consumer’s Choices

At present, food quality is of utmost importance, not only to comply with commercial regulations, but also to meet the expectations of consumers; this aspect includes sensory features capable of triggering emotions through the citizen’s perception. To date, key parameters for food quality assessment have been sought through analytical methods alone or in combination with a panel test, but the evaluation of panelists’ reactions via psychophysiological markers is now becoming increasingly popular. As such, the present review investigates recent applications of traditional and novel methods to the specific field. These include electronic senses (e-nose, e-tongue, and e-eye), sensory analysis, and wearables for emotion recognition. Given the advantages and limitations highlighted throughout the review for each approach (both traditional and innovative ones), it was possible to conclude that a synergy between traditional and innovative approaches could be the best way to optimally manage the trade-off between the accuracy of the information and feasibility of the investigation. This evidence could help in better planning future investigations in the field of food sciences, providing more reliable, objective, and unbiased results, but it also has important implications in the field of neuromarketing related to edible compounds.

The Impact of Mood, Familiarity, Acceptability, Sensory Characteristics and Attitude on Consumers' Emotional Responses to Chocolates

Studies on emotions linked to sensory characteristics to understand consumers’ choice behaviour have grown in number rapidly. Internal consumer behaviour variables, namely mood, familiarity, acceptability, and attitude (MFAA), have been found to influence emotional response. The aim of this paper was to determine the impact of MFAA on consumers’ emotional responses towards chocolate as well as the effect of the sensory characteristics of chocolate on consumers’ emotional responses. Upon ethical approval, three chocolates were selected by a trained sensory panel based on 14 sensory attributes regarded relevant. Screened respondents (n = 149) completed an online survey based on the tasting of the chocolates by means of a home-use test (HUT). The questionnaire captured consumers’ mood (Quick mood scale), familiarity (QFFQ), acceptability (FACT), the sensory characteristics of the chocolate samples and emotional response (EsSense25 Profile), and lastly attitude (ACQ). Descriptive and inferential statistics were examined to answer the hypotheses of the study. The findings indicate that emotions are related to the bitter sensory attributes of chocolate and that this emotional response is influenced by MFAA variables, supporting the known fact that consumer behaviour is complex and multi-dimensional. Internal consumer behaviour variables play an important role in the emotions experienced during the consumption of chocolate. Investigating the relative importance of consumer behaviour components in sensory studies could allow for the design of food products such as chocolates based on a more “holistic” view of the consumer.

Linking Categorical and Dimensional Approaches to Assess Food-Related Emotions

Reflecting the two main prevailing and opposing views on the nature of emotions, emotional responses to food and beverages are typically measured using either (a) a categorical (lexicon-based) approach where users select or rate the terms that best express their food-related feelings or (b) a dimensional approach where they rate perceived food items along the dimensions of valence and arousal. Relating these two approaches is problematic since a response in terms of valence and arousal is not easily expressed in terms of emotions (like happy or disgusted). In this study, we linked the dimensional approach to a categorical approach by establishing mapping between a set of 25 emotion terms (EsSense25) and the valence-arousal space (via the EmojiGrid graphical response tool), using a set of 20 food images. In two 'matching' tasks, the participants first imagined how the food shown in a given image would make them feel and then reported either the emotional terms or the combination of valence and arousal that best described their feelings. In two labeling tasks, the participants first imagined experiencing a given emotion term and then they selected either the foods (images) that appeared capable to elicit that feeling or reported the combination of valence and arousal that best reflected that feeling. By combining (1) the mapping between the emotion terms and the food images with (2) the mapping of the food images to the valence-arousal space, we established (3) an indirect (via the images) mapping of the emotion terms to the valence-arousal space. The results show that the mapping between terms and images was reliable and that the linkages have straightforward and meaningful interpretations. The valence and arousal values that were assigned to the emotion terms through indirect mapping to the valence-arousal space were typically less extreme than those that were assigned through direct mapping.

Modeling the public attitude towards organic foods: a big data and text mining approach

This study aims to identify the topics that users post on Twitter about organic foods and to analyze the emotion-based sentiment of those tweets. The study addresses a call for an application of big data and text mining in different fields of research, as well as proposes more objective research methods in studies on food consumption. There is a growing interest in understanding consumer choices for foods which are caused by the predominant contribution of the food industry to climate change. So far, customer attitudes towards organic food have been studied mostly with self-reported methods, such as questionnaires and interviews, which have many limitations. Therefore, in the present study, we used big data and text mining techniques as more objective methods to analyze the public attitude about organic foods. A total of 43,724 Twitter posts were extracted with streaming Application Programming Interface (API). Latent Dirichlet Allocation (LDA) algorithm was applied for topic modeling. A test of topic significance was performed to evaluate the quality of the topics. Public sentiment was analyzed based on the NRC emotion lexicon by utilizing Syuzhet package. Topic modeling results showed that people discuss on variety of themes related to organic foods such as plant-based diet, saving the planet, organic farming and standardization, authenticity, and food delivery, etc. Sentiment analysis results suggest that people view organic foods positively, though there are also people who are skeptical about the claims that organic foods are natural and free from chemicals and pesticides. The study contributes to the field of consumer behavior by implementing research methods grounded in text mining and big data. The study contributes also to the advancement of research in the field of sustainable food consumption by providing a fresh perspective on public attitude toward organic foods, filling the gaps in existing literature and research.

Brow and Masticatory Muscle Activity Senses Subjective Hedonic Experiences during Food Consumption

Sensing subjective hedonic or emotional experiences during eating using physiological activity is practically and theoretically important. A recent psychophysiological study has reported that facial electromyography (EMG) measured from the corrugator supercilii muscles was negatively associated with hedonic ratings, including liking, wanting, and valence, during the consumption of solid foods. However, the study protocol prevented participants from natural mastication (crushing of food between the teeth) during physiological data acquisition, which could hide associations between hedonic experiences and masticatory muscle activity during natural eating. We investigated this issue by assessing participants’ subjective ratings (liking, wanting, valence, and arousal) and recording physiological measures, including EMG of the corrugator supercilii, zygomatic major, masseter, and suprahyoid muscles while they consumed gel-type solid foods (water-based gellan gum jellies) of diverse flavors. Ratings of liking, wanting, and valence were negatively correlated with corrugator supercilii EMG and positively correlated with masseter and suprahyoid EMG. These findings imply that subjective hedonic experiences during food consumption can be sensed using EMG signals from the brow and masticatory muscles.

Integrating rough set theory with customer satisfaction to construct a novel approach for mining product design rules

When users choose a product, they consider the emotional experience triggered by the product form. In view of the fact that traditional kansei engineering can not effectively reflect the complex and changeable psychological factors of users, and it has not explored the complex relationship between customer satisfaction and perceptual demand characteristics. To address this problem, some uncertainty techniques including rough sets and fuzzy sets are applied to capture more accurate emotion knowledge. Therefore, this research proposes an integrated evaluation gird method (EGM), rough set theory (RST), continuous fuzzy kano model (CFKM), fuzzy weighted association rule mining method to extract the significant relationship between user needs and product morphological features. The EGM is applied to analyze the attractive factor of morphological characteristics of the product, and then the demand items with the highest satisfaction are analyzed through CFKM. The semantic difference method is combined to construct a decision table, and through attribute reduction and importance calculation to obtain the weight of the core product design items. In order to explore the non-linear relationship between design elements and kansei images, the fuzzy weighted association rule mining method was applied to obtain the set of frequent fuzzy weighted association rules based on evidence theory’s reliability indices of minimum support and confidence so as to realize user demand-driven product design. Taking the design of electric bicycle as an example, the experiment results show that the proposed method can help companies or designers develop products to generate good solutions for customer need.

Differences in Hedonic Responses, Facial Expressions and Self-Reported Emotions of Consumers Using Commercial Yogurts: A Cross-Cultural Study

Hedonic scale testing is a well-accepted methodology for assessing consumer perceptions but is compromised by variation in voluntary responses between cultures. Check-all-that-apply (CATA) methods using emotion terms or emojis and facial expression recognition (FER) are emerging as more powerful tools for consumer sensory testing as they may offer improved assessment of voluntary and involuntary responses, respectively. Therefore, this experiment compared traditional hedonic scale responses for overall liking to (1) CATA emotions, (2) CATA emojis and (3) FER. The experiment measured voluntary and involuntary responses from 62 participants of Asian (53%) versus Western (47%) origin, who consumed six divergent yogurt formulations (Greek, drinkable, soy, coconut, berry, cookies). The hedonic scales could discriminate between yogurt formulations but could not distinguish between responses across the cultural groups. Aversive responses to formulations were the easiest to characterize for all methods; the hedonic scale was the only method that could not characterize differences in cultural preferences, with CATA emojis displaying the highest level of discrimination. In conclusion, CATA methods, particularly the use of emojis, showed improved characterization of cross-cultural preferences of yogurt formulations compared to hedonic scales and FER.

Going beyond sensory and hedonic aspects: A Brazilian study of emotions evoked by beef in different contexts

For deeper insight into beef consumer experiences during consumption, sensory descriptions seem to be insufficient, and exploration of emotions evoked by this product are required. In this context, the present study aimed to evaluate the emotions evoked by beef consumption in different contexts. To that end, this work was structured as follows: 1) Emotional vocabulary development; 2) Selection of beef cuts; and 3) Emotional profiling of beef cuts. The emotional vocabulary was useful for characterizing emotions evoked by two beef cuts with different sensory profiles, in different contexts, considering a within-subjects design. Rump cap samples showed the highest liking and were associated with positive emotions, while outside flat samples were less liked and characterized by negative emotions. The evoked context had no effect on hedonic and emotional intensities, but increased the number of emotions elicited by consumers. The correlation of sensory, hedonic and emotional information indicated that tenderness and internal color of beef were correlated with positive emotions and higher liking scores.

The Asymmetric Emotional Associations to Beverages: An Approach through the Theory of Positive Asymmetry

Consumers experience mainly positive emotions in response to food products, and the reason is that, for most individuals, eating and drinking is a pleasurable experience. On this premise, in light of the Theory of Positive Asymmetry, this study answers the following question: “What emotions prevail in beverage consumption?” A MANOVA test was developed comparing emotions associated with spirits (n = 247), alcoholic beverages (n = 560) and non-alcoholic beverages (n = 254). The findings report that the positive asymmetry of emotions occurs in beverage consumption, regardless of the type of beverage product, since pleasant or positive emotions are primarily associated with beverages’ consumption. The analysis suggests that individuals predominantly associate beverages with pleasant emotions, regardless of the type of beverage, while the level of alcohol content seems to be influencing the different emotions and affect. The research results provide valuable insights to help managers and marketers understand the choice and preference for different beverages.

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.

Consumer-Led Adaptation of the EsSense Profile® for Herbal Infusions

This work aimed to adapt the EsSense Profile^® emotions list to the discrimination of herbal infusions, aiming to evaluate the effect of harvesting conditions on the emotional profile. A panel of 100 consumers evaluated eight organic infusions: lemon verbena, peppermint, lemon thyme, lemongrass, chamomile, lemon balm, globe amaranth and tutsan, using a check-all-that-apply (CATA) ballot with the original EsSense Profile^®. A set of criteria was applied to get a discriminant list. First, the terms with low discriminant power and with a frequency mention below 35% were removed. Two focus groups were also performed to evaluate the applicability of the questionnaire. The content analysis of focus groups suggests the removal of the terms good and pleasant, recognized as sensory attributes. Six additional terms were removed, considered to be too similar to other existing emotion terms. Changes in the questionnaire, resulting in a list of 24 emotion terms for the evaluation of selected herbal infusions, were able to discriminate beyond overall liking. When comparing finer differences between plants harvested under different conditions, differences were identified for lemon verbena infusions, yielding the mechanical cut of plant tips as the one leading to a more appealing evoked emotions profile.

Comparing Explicit and Implicit Measures for Assessing Cross-Cultural Food Experience

The present study investigated the potential of implicit physiological measures to provide objective measures of affective food experience in contrast to explicit self-report ratings in a cross-cultural context. Dutch and Thai participants viewed 120 food images portraying universal food image categories (regular and molded food) and cultural food image categories (typically Dutch and Thai food). The universal food images were taken as ground truth high and low valence stimuli, where we assumed no genuine difference in affective experience between nationalities. In contrast, for the cultural food images, we did expect a genuine difference between nationalities. Participants were asked to rate valence, arousal and liking of each food image. In addition, heart rate (HR) and phasic electrodermal activity (EDA) responses to the images were recorded. Typically Asian and Western response biases were found for explicit ratings of regular and molded food with an extreme response style for Dutch, and a middle response style for Thai participants. However, such bias was not observed in HR. For cultural food image categories, HR showed the hypothesized interaction between participant nationality and food image category, reflecting the expected genuine difference between nationalities in affective food experience. Besides presenting participants with images, we also asked participants to taste typically Thai and Dutch drinks. Similar to images, a significant interaction between participant nationality and cultural food category was found for HR. An interaction was also found for sip size, while this was not seen in explicit measures. We attribute this to differences in the moment that these measures were taken. In this study, phasic EDA did not appear to be a sensitive measure of affective food experience, possibly since stimuli mostly differed in valence rather than arousal. To conclude, our study constitutes an example where cultural bias negatively affected the accuracy of self-reports, and only the implicit physiological measures followed the prior expectations of genuine food experience, indicating the potential of these measures to study cross-cultural food experience.

The Evaluation of Dark Chocolate-Elicited Emotions and Their Relation with Physico Chemical Attributes of Chocolate

The aim of this study was to evaluate the effect of different origin (Venezuela, Ghana, Peru) dark chocolates on emotions induced for consumers, and to analyse the relationships among overall acceptability (OA), emotions, and physicochemical attributes of the chocolate (fatty acids (FAs) and volatile compounds (VC)). Chocolate-elicited emotions were measured with FaceReader 8 software, scaling 10 emotion patterns (neutral, happy, sad, angry, surprised, scared, disgusted, contempt, valence, arousal). The OA was carried out by using a 10-point hedonic scale, ranging from 1 (extremely dislike) to 10 (extremely like). The obtained results showed that, among all chocolate-elicited emotions, the intensity of “happy” was the highest. In most cases, the influence of the different origin chocolate on the emotions induced for consumers was significant (except on emotions “neutral”, “scared”, and “disgusted”). Significant differences between the tested chocolates OA were not found. The origin of chocolate had a significant effect on most of the identified VC and the content of the main FAs (methyl palmitate, methyl stearate, cis,trans-9- oleic acid methyl ester, and methyl linoleate). Significant correlations between chocolate-elicited emotions and separate FAs and VC were found. Finally, this study showed that the origin of dark chocolate significantly influenced most of chocolate-elicited emotions and physicochemical attributes of chocolate, while separate FAs or VC can be used as chocolate quality indicators related to the chocolate OA, as well as chocolate-elicited emotions.

Emotional valence sensing using a wearable facial EMG device

Emotion sensing using physiological signals in real-life situations can be practically valuable. Previous studies have developed wearable devices that record autonomic nervous system activity, which reflects emotional arousal. However, no study determined whether emotional valence can be assessed using wearable devices. To this end, we developed a wearable device to record facial electromyography (EMG) from the corrugator supercilii (CS) and zygomatic major (ZM) muscles. To validate the device, in Experiment 1, we used a traditional wired device and our wearable device, to record participants’ facial EMG while they were viewing emotional films. Participants viewed the films again and continuously rated their recalled subjective valence during the first viewing. The facial EMG signals recorded using both wired and wearable devices showed that CS and ZM activities were, respectively, negatively and positively correlated with continuous valence ratings. In Experiment 2, we used the wearable device to record participants’ facial EMG while they were playing Wii Bowling games and assessed their cued-recall continuous valence ratings. CS and ZM activities were correlated negatively and positively, respectively, with continuous valence ratings. These data suggest the possibility that facial EMG signals recorded by a wearable device can be used to assess subjective emotional valence in future naturalistic studies.

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.

Cultural differences in food detection

The ability to detect food plays an indispensable role in our survival and wellbeing. Previous psychological studies have revealed that food is detected more rapidly than non-food items. However, whether the detection of food could be modulated by cultural factors remains unknown. We investigated this issue in the present study using a visual search paradigm with Polish and Japanese participants. Photographs of international fast food, domestic Japanese food, or kitchen tools were presented alongside images of non-food distractors (cars). Participants were asked to judge whether the stimuli were all identical or not. The reaction time data showed that participants from both cultures detected food more rapidly than kitchen tools. Japanese participants detected fast food more rapidly than Japanese food, whereas Polish participants did not display such differences between food types. These results suggest that rapid detection of food is universal, but is modulated by cultural experiences.

Constructing and measuring domain-specific emotions for affective design: a descriptive approach to deal with individual differences

Assessing design solutions via domain-specific emotions has been widely concerned and explored in the field of affective design. However, the examination and accommodation of individual differences have not been settled sufficiently in the literature. To address this research gap, this paper proposes a descriptive approach to draw calibrated collective emotion patterns in survey-based affective design assessment. A 'Repertory Grid Interview linked with Rate-All-That-Apply' (RGI/RATA) procedure is firstly conducted to elicit and code the individual's personal emotional descriptions into mid-level Emotion Words (EWs) and to gather emotion data grids with each grid quantified by an individual's own EWs. The obtained individualised emotion data grids are then subjected to Multiple Factor Analysis (MFA) to extract collective emotional space, thus to enable conceptualising collective emotional dimensions and measuring calibrated collective responses. A case study demonstrating the implementation process for a simple project of appearance design assessment is also presented. Practitioner Summary: The proposed methodology may help a design team to investigate the shared patterns of domain-specific emotions through a single assessment survey. With the provided post hoc analysis tools, designers may also evaluate multi-level individual differences (e.g. regarding user groups or even intra-individual) quantitatively and at a low cost. Abbreviations: EWs: emotion words; HF/E: human factors and ergonomics; IEA: International Ergonomics Association; MFA: multiple factor analysis; PCT: personal construct theory; PCA: principal component analysis; RGI/RATA: repertory grid interview linked with rate-all-that-apply; RGI: repertory grid interview; RATA: rate-all-that-apply; SD: standard deviation; USB: universal serial bus.

The State of Automated Facial Expression Analysis (AFEA) in Evaluating Consumer Packaged Beverages

In the late 1970s, analysis of facial expressions to unveil emotional states began to grow and flourish along with new technologies and software advances. Researchers have always been able to document what consumers do, but understanding how consumers feel at a specific moment in time is an important part of the product development puzzle. Because of this, biometric testing methods have been used in numerous studies, as researchers have worked to develop a more comprehensive understanding of consumers. Despite the many articles on automated facial expression analysis (AFEA), literature is limited in regard to food and beverage studies. There are no standards to guide researchers in setting up materials, processing data, or conducting a study, and there are few, if any, compilations of the studies that have been performed to determine whether any methodologies work better than others or what trends have been found. Through a systematic Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) review, 38 articles were found that were relevant to the research goals. The authors identified AFEA study methods that have worked and those that have not been as successful and noted any trends of particular importance. Key takeaways include a listing of commercial AFEA software, experimental methods used within the PRISMA analysis, and a comprehensive explanation of the critical methods and practices of the studies analyzed. Key information was analyzed and compared to determine effects on the study outcomes. Through analyzing the various studies, suggestions and guidance for conducting and analyzing data from AFEA experiments are discussed.

Effects of Intrinsic and Extrinsic Visual Cues on Consumer Emotion and Purchase Intent: A Case of Ready-to-Eat Salad

With increasing demand for ready-to-eat (RTE) fresh vegetables, it is important to understand how visual information cues, both intrinsic and extrinsic, affect consumer perception of these products. This study developed an emotional and wellness lexicon related to RTE salads. Subsequent questionnaires with images of salads were used to quantify consumer (N = 150) emotional and hedonic perceptions related to green color shade, shape/size of pieces, multicolor scheme, product name, and packaging. The different visual cues significantly impacted emotions and their intensities. Qualitatively, feelings of health and wellness predominated across salad samples. Negative emotions were more influenced by size of piece and green-color (intrinsic), while positive emotions were influenced by viewing salads of multiple colors (intrinsic) and packaging (extrinsic). Pale green salads were generally less liked than darker green ones. Values, in one case, ranged from 4.39 to 7.28 (on a 9-point hedonic scale), but naming the product (“iceberg lettuce”) did raise the lowest score to 5.75. The addition of vegetables with orange and purple colors to the salad mix had a positive impact on the perception of pale green salads. This study demonstrated that intrinsic and extrinsic visual cues significantly influenced consumer emotions, hedonic perception and purchase intent of RTE salads, but the effects of extrinsic cues were generally less prominent.

Consumers' Emotion Attitudes towards Organic and Conventional Food: A Comparison Study of Emotional Profiling and Self-Reported Method

Emotions represent a major driver behind a consumption behavior. It may provide more important information beyond consumers’ preferences. This study contributes to a better understanding of the discrepancy in emotion attitudes towards organic versus conventional food using a cognitive survey and real food consumption experience. An emotional profiling under informed and uninformed condition, a cognitive survey, and a rapid forced-choice test were carried out with 46 consumers. Our work detected a yawning gap in consumers’ declared emotion attitudes in the cognitive survey and elicited emotion attitudes in the food consumption experience. Results showed that consumers exaggerate their positive emotion attitudes towards organic over conventional and their negative emotion attitudes towards conventional over organic. Even though consumers expressed higher negative emotion attitudes towards conventional food than organic in a cognitive survey, during the emotional profiling they had nearly equal emotion attitudes towards both conventional and organic samples. Moreover, positive declared emotions in a cognitive survey formed a good predictor of the final choice of conventional products over organic under time pressure. However, preferences, declared emotion, as well as elicited emotion attitudes were less useful as predictors of organic choice under time pressure. These results show the importance of taking into consideration the type of applied method when investigating consumers’ emotion attitudes towards organic and conventional products.

Beverage and Food Fragrance Biotechnology, Novel Applications, Sensory and Sensor Techniques: An Overview

Flavours and fragrances are especially important for the beverage and food industries. Biosynthesis or extraction are the two main ways to obtain these important compounds that have many different chemical structures. Consequently, the search for new compounds is challenging for academic and industrial investigation. This overview aims to present the current state of art of beverage fragrance biotechnology, including recent advances in sensory and sensor methodologies and statistical techniques for data analysis. An overview of all the recent findings in beverage and food fragrance biotechnology, including those obtained from natural sources by extraction processes (natural plants as an important source of flavours) or using enzymatic precursor (hydrolytic enzymes), and those obtained by de novo synthesis (microorganisms' respiration/fermentation of simple substrates such as glucose and sucrose), are reviewed. Recent advances have been made in what concerns "beverage fragrances construction" as also in their application products. Moreover, novel sensory and sensor methodologies, primarily used for fragrances quality evaluation, have been developed, as have statistical techniques for sensory and sensors data treatments, allowing a rapid and objective analysis.

Health beliefs towards kefir correlate with emotion and attitude: A study using an emoji scale in Brazil

Emojis can be used to explore food-evoked emotions in order to provide information that can support the product development and marketing decisions. This study aimed to evaluate consumers' acceptance, purchase intent and emotional responses to milk beverages, with and without kefir added, before and after these consumers were informed about the products' composition (0%, 15%, 30% and 50% m/v) and health claims toward kefir (blind and informed tests, respectively). Emotional responses were assessed by emoji use within a RATA questionnaire in order quantify the perceived significance of the emojis chosen. In the informed test, the consumers' perception of the sensory attributes of the milk beverages, such as their perception of an acid taste in added kefir beverages was shown to have changed. Overall, participants attributed significantly higher acceptance and purchase intent scores to added kefir beverages after they had been informed on its health benefits. In addition, expressions of positive emotion increased when participants were exposed to stimuli related to health benefits of kefir (15%, 30% and 50% m/v), while negative expressions of emotion decreased. The provided information of kefir modified valence and arousal in subjects, and it can be said that to 30% of kefir can be added to yogurt without compromising its sensory acceptability. Thus, health benefits alone cannot improve product acceptance, since participants found a 50% addition of kefir to be unpleasant when tasted during a blind test. Mixed beverages may present a probiotic beverage alternative for consumers who dislike kefir milk, but want to include it in their diets. The implications of liking and purchase intent and how they are linked to emotions are discussed in this paper as well.

Cultural Moderation of Unconscious Hedonic Responses to Food

Previous psychological studies have shown that images of food elicit hedonic responses, either consciously or unconsciously, and that participants' cultural experiences moderate conscious hedonic ratings of food. However, whether cultural factors moderate unconscious hedonic responses to food remains unknown. We investigated this issue in Polish and Japanese participants using the subliminal affective priming paradigm. Images of international fast food and domestic Japanese food were presented subliminally as prime stimuli. Participants rated their preferences for the subsequently presented target ideographs. Participants also rated their preferences for supraliminally presented food images. In the subliminal rating task, Polish participants showed higher preference ratings for fast food primes than for Japanese food primes, whereas Japanese participants showed comparable preference ratings across these two conditions. In the supraliminal rating task, both Polish and Japanese participants reported comparable preferences for fast and Japanese food stimuli. These results suggest that cultural experiences moderate unconscious hedonic responses to food, which may not be detected based on explicit ratings.

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.