Emoji in open‐ended questions: A novel use in product research with consumers

Consumer Studies: Beyond Acceptability—A Case Study with Beer

Beer is one of the most consumed alcoholic beverages in the world; its consumption and preference are evolving from traditional industrial beers of low complexity to novel craft beers with diverse flavour profiles. In such a competitive industry and considering the complexity of consumer behaviour, improvement and innovation become necessary. Consequently, consumer science, which is responsible for identifying the motivation behind customer preferences through their attitudes, perception and behaviour, has implemented strategies ranging from simple hedonic measurements to several innovative and emerging methodologies for a deeper understanding of the variables that affect the product experience: sensory, affective and cognitive. In this context, we offer a review inspired by previous research that explores some of the quantitative and qualitative methods used in consumer studies related to beer consumption, ranging from traditional approaches (acceptability, purchase intention, preference, etc.) to techniques that go beyond acceptability and allow a different understanding of aspects of consumer perception and behaviour (segmentation, expectations, emotions, representation, etc.). Also, innovative applications (contexts, immersive technologies and virtual reality, implicit measures, etc.) and current trends related to consumer science (Internet, social media, pairing, product experience, etc.) are addressed.

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.

Physicochemical Properties and Drivers of Liking and Disliking for Cooked Rice Containing Various Types of Processed Whole Wheat

For utilization of whole wheat (WW) in cooked rice products, WW was processed by four different methods (steeping (S_WW), milling (M_WW), enzymatic treatment (E_WW), and passing through a roll mill (1 mm) (R_WW)). Additionally, the physicochemical properties of cooked rice containing various processed wheat were investigated. The hardness of the cooked rice decreased significantly with R_WW and E_WW compared to WW. As a result of a consumer acceptance test, the cooked rice samples containing M_WW and E_WW with high liking scores frequently included 'chewiness' as a reason for liking, and the cooked rice with WW and S_WW was mentioned as being 'too hard' as a reason for disliking. The cooked rice with R_WW, which had the lowest liking score, was mentioned as having appearance characteristics such as 'husk', 'clumpy appearance', and 'messy appearance' as reasons for disliking. The overall results of this study suggest the inclusion of M_WW or E_WW with cooked rice considering health-related benefits and consumer acceptability.