Comparison of response formats and concurrent hedonic measures for optimal use of the EmoSensory® Wheel

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.

Combination of the Check-All-That-Apply (CATA) Method and Just-About-Right (JAR) Scale to Evaluate Korean Traditional Rice Wine (Yakju)

This study aimed to compare a variant of the check-all-that-apply (CATA) method, CATA with just-about-right (JAR) scales (CATA-JAR), with the CATA and rate-all-that-apply (RATA) methods for evaluating 12 Korean traditional rice wines (yakju). All consumers (n = 312) assessed each sample on a 9-point hedonic scale and were asked to fill out the CATA, RATA, or CATA-JAR questionnaire using a 5-point JAR scale. The frequency and percentage of terms with significant differences among CATA-JAR samples were significantly higher than those for the CATA method. The regression vector (RV) between the sample and term configurations of the three methods were all over 0.84, indicating that all methods were similar in terms of product and term usage. Regarding the stability of the sample configurations, CATA-JAR could derive a stable value with the lowest number of consumers (n = 25). For the CATA-JAR method, significant penalties for each attribute and product were successfully calculated using the t-test and bootstrapping technique, to identify any attribute detrimental to liking for each product. Overall, considering its better performance in discriminating products and stability, the CATA-JAR method may be used when comparing samples with subtle differences in attributes.

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.

Do Fair Trade Labels Bias Consumers’ Perceptions of Food Products? A Comparison between a Central Location Test and Home-Use Test

Consumers are paying more and more attention to ethical and social criteria during grocery shopping. As a result, Fair Trade products which are certified to address global supply chain issues (e.g., forced labor, working conditions, fair pay), are gaining popularity. However, it is unclear to which extent Fair Trade labels might influence how consumers perceive such labelled food products. The aim of this research was to examine the potential effect of Fair Trade labels on several measurements (overall liking, sensory profiling, emotions, willingness-to-pay and kCal estimations). Furthermore, tests were carried out at a sensory lab and at home to examine if the evaluation context might impact the label effect. In total, 179 consumers participated in this study of which 90 carried out the test in the sensory test facilities (central location test—CLT) and 89 at home (home-use-test—HUT). Participants evaluated three pairs of food products (nuts, juice and chocolate) of which one was labelled as conventional and the other one as Fair Trade. However, participants were each time evaluating the same Fair Trade product. Results showed that the Fair Trade label increased the overall liking. For the juice and chocolate, a higher willingness-to-pay was found when the product was labelled as ‘Fair Trade’ while no effect of the label was established for the nuts. The Fair Trade label did not affect the kcal estimation of the samples. The Fair Trade label had a rather limited influence on the sensory and emotional profiling of the food products. Furthermore, the results of the CLT and HUT were highly similar indicating that the evaluation context has little impact on the labelling effect.

Sensory Features, Liking and Emotions of Consumers towards Classical, Molecular and Note by Note Foods

Modern cuisine served at top-end restaurants attempts to attract customers, who increasingly demand new flavor, pleasure and fun. The materials were six dishes prepared using lemon or tomatoes and made in the traditional (classical), molecular and Note by Note (NbN) versions. The study explores sensory characteristics, consumer liking of key attributes, their declared sensations and emotions, as well as consumers’ facial expressions responding to the dishes. These objectives were investigated by descriptive quantitative analysis and consumer tests. Tests included a 9-point hedonic scale for degree of liking a dish, Check-All-That-Apply (CATA) for declared sensations and FaceReader for facial expressions. The influence of factors associated with consumer attitudes toward new food and willingness to try the dishes in the future were also determined. It was stated that the product profiles represent different sensory characteristics due to the technology of food production and the ingredients used. The food neophobia and consumer innovativeness had a significant (p ≤ 0.05) effect on liking. The odor-, flavor-, texture- and overall-liking of the NbN dishes were lower than that of traditional versions but did not vary from scores for molecular samples. The expected liking of NbN dishes was higher than experienced-liking. Traditional and modern products differed in CATA terms. Classical dishes were perceived by consumers as more tasty, traditional and typical while modern cuisine dishes were perceived as more surprising, intriguing, innovative and trendy. Mimic expressions assessment by FaceReader showed similar trends in some emotions in both classical dishes and separate temporal patterns in modern products.

Multi-response approaches in product-focused investigations: Methodological variations across three case studies

Consumers' product experiences are increasingly uncovered using approaches that extend beyond acceptability and sensory perception. The present research is situated in this context and adopts a multi-response approach to jointly obtain attitudinal, conceptual, emotional, situational and/or sensorial evaluations. With the aim of greater methodological understanding, three case studies were conducted with samples in three product categories (fruit- and vegetable-based beverages (n = 10), seafood (n = 6) and chocolate (n = 7)) using consumers from New Zealand (n = 196), India (living in New Zealand) (n = 138) and China (n = 167), conducted in central location (CLT) or home-use test (HUT) settings. Showcasing this multi-response approach and demonstrating its versatility in product research is the main contribution of the research. Across the three case studies different combinations of response types and scaling formats were successfully used (including CATA (check-all-that-apply) questions, yes/no questions and rating scales), and it was also found that tasted foods and written stimuli (food names) served equally well as stimuli. The degree of liking or disliking for individual samples was a useful benchmark against which to interpret the other types of responses, and situational appropriateness, obtained as item-by-use (IBU) responses always contributed unique insights. Facial emoji to obtain product-emotion associations yielded less valuable insights than a conceptualisation task. As expected, and in accordance with the rationale for adopting a multi-response approach, the combination of response types yielded greater stimuli insights than would otherwise have been gained. This held for each of the three case studies and supported future applications using a multi-response approach that extends beyond many related initiatives by including four response types in each case study.

The impact of calorie and physical activity labelling on consumer's emo-sensory perceptions and food choices

Providing labelling information is one of the strategies used to help consumers make healthier choices. However, although the type of information has the potential to assist consumers, it is important to evaluate their sensory and emotional perceptions. Therefore, the objective of this study was to evaluate the effect of different labelling information on consumers' sensory and emotional perceptions and their choices, for three different products (potato chips, juice and yogurt). A total of 480 participants were randomly assigned to one of four information conditions (no information (blind), kilocalorie (kcal) information, physical activity (PA) information [duration of walking required to burn the kcal in the product], kcal + PA information). For each information condition, participants were provided with higher kcal and lower kcal equivalent food pairs and were required to choose one. The participants evaluated their overall liking using a 9-point hedonic scale and answered rate-all-that-apply (RATA) questions related to the sensory and emotional characteristics of the products. The results showed no significant impact of calorie and physical activity labelling on consumers' overall liking for juice and yogurt samples and no impact of PA information for chips. Significant differences in overall liking were found when comparing the blind condition with kcal and kcal + PA information, with lower acceptance of the chips samples when this information was presented. Although providing calorie and physical activity labelling had little impact on consumers' sensory and emotional perceptions, consumers perceived unhealthy attributes and negative emotions, such as fatty and guilty, when information was presented. The present work suggests that, although nutrition labelling may be presented as an important strategy to assist consumers, it is important to evaluate consumers' lifestyles, considering that non-dieters and those low and moderate in dietary restraint may not be impacted by this information.

Development of emotion lexicons to describe chocolate using the Check-All-That-Apply (CATA) methodology across Asian and Western groups

Emotion-based terms selected by Asians and Westerners were analyzed to develop lexicons associated with chocolate consumption. Hence, an online-based questionnaire (Study 1: N = 206; 51% Asians, 49% Westerners) and a chocolate (milk and dark) tasting session (Study 2: N = 75; 52% Asians, 48% westerners) were conducted to assess emotion terms related to chocolate consumption using Check-All-That-Apply methodology. Emotional satisfaction was the main reason for chocolate consumption. Furthermore, selection of emotional terms was different between cultures and gender. For both studies (1 and 2), flavor of chocolate was the most important factor that determined purchase intention. For Study 2, milk and dark chocolate evoked different emotion terms for participants. The lexicon developed for milk chocolate had similar emotion terms compared to the Study 1 lexicon (online). Developing an emotion lexicon using an online survey could provide a reduced lexicon compared to lexicons generated during the tasting session and can be used as a fast-screening method to develop simplified emotion lexicons due to its similarity to the tasting lexicon. Newly developed lexicons from this study can be applied to sensory consumer tests of chocolate.

Influence of organic labels on consumer's flavor perception and emotional profiling: Comparison between a central location test and home-use-test

Organic food products are often perceived as healthier by consumers, but the question remains if organic labels might influence consumer's perception of specific sensory attributes and emotional associations and to which extent this effect goes beyond the lab context. Therefore, the objective of this study was to examine the potential effects of organic labels on the overall liking and emotional and sensory profiling, comparing measurements obtained from a CLT and HUT test. In this study, 76 consumers participated at a central location test (CLT) and 75 during a home-use-test (HUT) to examine the effect of organic labeling on pairs of three food products (i.e. yogurt, potato chips and juice). While the same food product was used, one sample of the pair was labelled as conventional and the other as organic. Results showed that providing an organic label leads to a higher overall liking, willingness to pay and lower kcal estimation of a food product regardless of the evaluation context. Also, the perception of sensory attributes was altered by providing the organic labeling, but mainly for the juice and yogurt sample. Moreover, organic labeling evoked more positive emotions and less negative emotions of the food products. While previous research indicated that organic labeling might affect consumer's perception of food products, this study shows that this effect is consistent regardless of the evaluation context (HUT and CLT). Although some context effects occurred on the emotional profiling of the food products, more research is warranted given the different eating conditions when conducting HUT. Furthermore, policy makers should be aware of the health halo effect as consumers tend to significantly lower the kcal estimations when an organic label is provided.