Development and evaluation of measurement tools for conceptual profiling of unbranded products

Emotions associated to mealtimes: Memorable meals and typical evening meals

“…However, 9 terms from the original 47-term list by Richins were excluded (afraid, angry, envious, humiliated, jealous, miserable, panicky, scared and tense) since related research (Piqueras-Fiszman & Jaeger, in press) had shown that these were not suitable for characterising memorable meals, and two other emotion terms were added (nostalgic and relaxed) since they had been suggested by several participants. The method to collect the emotion associations attached to the memorable meal was the Bulls-eye (Thomson & Crocker, 2014), where respondents had to drag each of the 40 emotions (shown in cards) into a circular target (with 10 concentric divisions), the centre representing the maximum importance. Once a card was placed on the target, it remained visible and participants could rearrange the cards on the target until they proceeded with the online questionnaire.…”

What makes meals ‘memorable’? A consumer-centric exploration

“…The importance ratings given to each meal aspect were obtained using the bulls-eye approach (Thomson & Crocker, 2014). This required respondents to drag each of the nine aspects into a circular target (with 10 concentric divisions), the centre representing the maximum importance (10).…”

Emotional responses to branded and unbranded foods

“…Recently, several studies have investigated the emotions that are elicited by unbranded products within a product category, showing that products elicit emotions for their specific sensory characteristics, in absence of any other information (Cardello et al, 2012;King & Meiselman, 2010;Ng, Chaya, & Hort, 2013a;Porcherot, Delplanque, Gaudreau, & Cayeux, 2013;Spinelli, Masi, Dinnella, Zoboli, & Monteleone 2014;Thomson & Crocker 2014a;Thomson, Crocker, & Marketo, 2010). However, the emotions elicited by sensory and branding in combination has rarely been studied and few data have been available to help in understanding how these different product aspects affect consumer emotions, and how these in turn affect product expectations and overall liking (Ng, Chaya, & Hort, 2013b;Thomson & Crocker 2014b).…”