Application of conceptual profiling in brand, packaging and product development

Thomson, David M.H.; Crocker, Christopher

doi:10.1016/j.foodqual.2014.04.013

Cited by 55 publications

(14 citation statements)

References 14 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Indeed, at a time when failure rates for most new products are high (Thomson and Crocker, 2015), products and brands that create an emotional connection with consumers are more likely to be a success in the market (Hollins and Pugh, 1990). To this effect, the consumer products and consumer fragrance and flavors industries need to build solid investigations on how to measure emotional and behavioral effects of fragrance and the mechanisms behind such interactions.…”

Section: Commercial Applicationsmentioning

confidence: 99%

Behavioral and Neurobiological Convergence of Odor, Mood and Emotion: A Review

Kontaris¹,

East

Wilson

2020

Front. Behav. Neurosci.

View full text Add to dashboard Cite

The affective state is the combination of emotion and mood, with mood reflecting a running average of sequential emotional events together with an underlying internal affective state. There is now extensive evidence that odors can overtly or subliminally modulate mood and emotion. Relying primarily on neurobiological literature, here we review what is known about how odors can affect emotions/moods and how emotions/moods may affect odor perception. We take the approach that form can provide insight into function by reviewing major brain regions and neural circuits underlying emotion and mood, and then reviewing the olfactory pathway in the context of that emotion/mood network. We highlight the extensive neuroanatomical opportunities for odor-emotion/mood convergence, as well as functional data demonstrating reciprocal interactions between these processes. Finally, we explore how the odoremotion/mood interplay is, or could be, used in medical and/or commercial applications.

show abstract

Section: Commercial Applicationsmentioning

confidence: 99%

Behavioral and Neurobiological Convergence of Odor, Mood and Emotion: A Review

Kontaris¹,

East

Wilson

2020

Front. Behav. Neurosci.

View full text Add to dashboard Cite

show abstract

“…The concept was introduced by Thomson (2007). Although sensory food research has traditionally relied on hedonic evaluation when producing understanding about consumers' food product experiences (Lawless & Heymann, 2010), broader views, going beyond liking, have recently gained more momentum (Gutjar et al, 2015;Ng, Chay, & Hort, 2013;Schouteten et al, 2017); a major focus has been in emotional conceptualizations (Jiang, King, & Prinyawiwatkul, 2014;Köster & Mojet, 2015;Thomson & Crocker, 2015). This focus is not surprising per se because the interplay between the sensory properties of food and emotions is well-known.…”

Section: Senso-emotional Experience Of Organic Foodsmentioning

confidence: 99%

Sweet taste of prosocial status signaling: When eating organic foods makes you happy and hopeful

et al. 2018

View full text Add to dashboard Cite

As the current research suggests that there are links between prosocial acts and status signaling (including sustainable consumer choices), we empirically study (with three experiments) whether food consumers go green to be seen. First, we examine how activating a motive for status influences prosocial organic food preferences. Then, we examine how the social visibility of the choice (private vs. public) affects these preferences. We found that when consumers' desire for status was elicited, they preferred organic food products significantly over their nonorganic counterparts; making the choice situation visible created the same effect. Finally, we go beyond consumers' evaluative and behavioral domains that have typically been addressed to investigate whether this (nonconscious) "going green to be seen" effect is also evident at the level of more physiologically-driven food responses. Indeed, status motives and reputational concerns created an improved senso-emotional experience of organic food. Specifically, when consumers were led to believe that they have to share their organic food taste experiences with others, an elevation could be detected not only in the pleasantness ratings but also in how joyful and hopeful they felt after eating a food sample. We claim that the reason for this is that a tendency to favor organic foods can be viewed as a costly signaling trait, leading to flaunting about one's prosocial tendencies. According to these findings, highlighting socially disapproved consumption motives, such as reputation management, may be an effective way to increase the relatively low sales of organic foods and thereby promote sustainable consumer behavior.

show abstract

“…It is important to notice the clear distinction between emotional conceptualizations and emotions as this has implications both on the scientific level (research methodology) and industry level (product development and marketing). Although a clear scientific definition of emotion is lacking (Lane and Nadel, 2002;Thomson and Crocker, 2013;Köster and Mojet, 2015), the consensus is that an emotion is something short term experienced by a person, whereas emotional conceptualizations have more permanence (Thomson and Crocker, 2015). Further, conceptualizations are also more related to the object instead of the individual, whereas emotions are highly dependent on the mood of the individual (Thomson and Crocker, 2015).…”

Section: Introductionmentioning

confidence: 99%

The effect of the research setting on the emotional and sensory profiling under blind, expected, and informed conditions: A study on premium and private label yogurt products

Schouteten

Steur

Sas

et al. 2017

Journal of Dairy Science

View full text Add to dashboard Cite

Although sensory and emotional evaluation of food products mostly occurs in a controlled laboratory environment, it is often criticized as it may not reflect a realistic situation for consumers. Moreover, products are mainly blind evaluated by participants, whereas external factors such as brand are often considered as key drivers of food choice. This study aims to examine the role of research setting (central location test versus home-use test) and brand information on the overall acceptance, and sensory and emotional profiling of 5 strawberry-flavored yogurts. Thereby, private label and premium brands are compared under 3 conditions: blind, expected, and informed (brand information). A total of 99 adult subjects participated in 3 sessions over 3 consecutive weeks. Results showed that overall liking for 2 yogurt samples was higher in the laboratory environment under the informed evaluation condition, whereas no effect of research setting was found under the blind and expected conditions. Although emotional profiles of the products differed depending on the research setting, this was less the case for the sensory profiles. Furthermore, brand information clearly affected the sensory perception of certain attributes but had less influence on overall liking and emotional profiling. These results indicate that both scientists and food companies should consider the effect of the chosen methodology on ecological validity when conducting sensory research with consumers because the laboratory context could lead to a more positive evaluation compared with a home-use test.

show abstract

Application of conceptual profiling in brand, packaging and product development

Cited by 55 publications

References 14 publications

Behavioral and Neurobiological Convergence of Odor, Mood and Emotion: A Review

Behavioral and Neurobiological Convergence of Odor, Mood and Emotion: A Review

Sweet taste of prosocial status signaling: When eating organic foods makes you happy and hopeful

The effect of the research setting on the emotional and sensory profiling under blind, expected, and informed conditions: A study on premium and private label yogurt products

Contact Info

Product

Resources

About