Beyond Hedonics: Looking at Purchase Intent and Emotions as Criterion Variables

Beckley, Jacqueline H.; Moskowitz, Howard R.; Paredes, Dulce

doi:10.2139/ssrn.1439733

Cited by 1 publication

(2 citation statements)

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“…One of the most popular and extensively used methods to quantify affective responses in sensory science is the acceptability test using the nine-point hedonic scale [12]. However, product sensory liking does not necessarily always convert into a purchase [13], and formulators should look beyond the liking scores to make a product successful [14]. Thus, many other methods [3,13,15] are being explored to provide insights into food-choice behaviours.…”

Section: Introductionmentioning

confidence: 99%

“…However, product sensory liking does not necessarily always convert into a purchase [13], and formulators should look beyond the liking scores to make a product successful [14]. Thus, many other methods [3,13,15] are being explored to provide insights into food-choice behaviours. A novel sensory and emotional approach is the use of non-verbal cues, such as facial expressions, which can communicate highly detailed information about the individual's experiences [16] and helps in understanding product liking and different emotions that influence the purchase intention.…”

Section: Introductionmentioning

confidence: 99%

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Self-Reported Emotions and Facial Expressions on Consumer Acceptability: A Study Using Energy Drinks

Mehta

Sharma

Kanala

et al. 2021

Foods

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Emotional responses elicited by foods are of great interest for new product developers and marketing professionals, as consumer acceptance proved to be linked to the emotions generated by the product in the consumers. An emotional measurement is generally considered an appropriate tool to differentiate between the products of similar nutritional value, flavour, liking and packaging. Novel methods used to measure emotions include self-reporting verbal and visual measurements, and facial expression techniques. This study aimed to evaluate the explicit and implicit emotional response elicited during the tasting of two different brands (A and B) of energy drinks. The explicit response of consumers was assessed using liking (nine-point hedonic scale), and emotions (EsSense Profile®—Check-All-That-Apply questionnaire), and implicit emotional responses were evaluated by studying facial expressions using the Affectiva Affdex® software. The familiarity of the product and purchase intent were also assessed during the study. The hedonic rating shows a significant difference in liking between the two brands of energy drink during the tasting session. For the explicit emotional responses, participants elicited more positive emotions than the negative emotions for both energy drinks. However, participants expressed “happy”, “active” and “eager” emotions more frequently for energy drink A. On the other hand, the implicit emotional responses through facial expressions indicated a high level of involvement of the participants with energy drink B as compared to energy drink A. The study showed that overall liking and the explicit and implicit emotional measurements are weakly to moderately correlated.

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