Insights into measuring emotional response in sensory and consumer research

Ng, M.; Hort, Joanne

doi:10.1533/9781782422587.1.71

Cited by 11 publications

(12 citation statements)

References 52 publications

(74 reference statements)

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“…In order to make this distinction clear, warm‐up exercises were conducted in which subjects described their emotional response with reference to pictures and prompt cards (Ng, Chaya, & Hort, ). Before generating terms in Session 1 and 2 participants were presented with warm‐up samples of the two control beers in order to both contextualize the beer and aid participants in considering the differences in their emotional response between the presented samples as opposed to their response to beer per se (Ng, ).…”

Section: Methodsmentioning

confidence: 99%

Comparing a full and reduced version of a consumer‐led lexicon to measure emotional response to beer

Eaton

Chaya

Smart

et al. 2018

Journal of Sensory Studies

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Verbal self‐report emotion measures in sensory and consumer science commonly include a long lexicon of terms with an associated potential for participant boredom and fatigue. This study assessed the effectiveness of reducing the number of terms in a product‐specific lexicon by comparing a reduced form to a full form. The relative abilities of each lexicon to discriminate between beer samples were evaluated. Focus groups of UK beer consumers generated 43 emotion terms in response to a set of sensorially distinct lager samples. These terms were used by the participants to individually rate their emotional responses to lager samples. Cluster analysis, modified via linguistic checks, was used to group terms by similarity into emotion categories. Nine categories were defined which became the reduced lexicon. Subsequently, naïve beer consumers (n = 109) rated their emotional responses to the samples using both the full and reduced lexicons. The emotional spaces generated by both lexicons were comparable, although there were relative gains and losses in discrimination associated with each. However, overall, the forms were consistent in sample discriminability and use of the reduced emotion form was concluded to be preferable for product comparisons because of the significant savings in both time and resources. Practical applications Emotion measurement has been previously shown to go beyond hedonic measures in product discrimination. The present research has shown that, in commercial environments, a reduced product‐specific emotion lexicon may be preferable to a full version given the similarity between form lengths for sample discriminability in addition to significant savings in both time and resources.

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Section: Methodsmentioning

confidence: 99%

Comparing a full and reduced version of a consumer‐led lexicon to measure emotional response to beer

Eaton

Chaya

Smart

et al. 2018

Journal of Sensory Studies

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“…However, nowadays, apart from sensory properties, emotions have received increasing attention in sensory and consumer science. The main reason could be that emotion has come to play a major role in consumer liking [2].…”

Section: Introductionmentioning

confidence: 99%

“…Our initial goal was to look for relevant emotions to explain consumer liking on beer products. Precisely, this study aimed to address the two following questions: (1) whether or not emotions could be connected with respect to specific products via sensory attributes, if that is the case, (2) whether products, evoking either positive or negative emotions, would be more or less appreciated by consumers.…”

mentioning

confidence: 99%

Emotions of quality: a case study on beer products

Nguyen¹,

Lê²,

Nguyen³

et al. 2014

Sci. Tech. Dev. J.

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Quality assurance is very important for food products manufacturers to survive in the extremely competitive markets. Quality, in a simple context in which solely the intrinsic product attributes are focused on, is widely considered as consumer liking [1]. Very often, to better understand product position for the purpose of consumer satisfaction, consumer liking has been related to sensory attributes in traditional sensory and consumer research. Nevertheless, apart from sensory attributes, the current trends of research have focused on emotions, which have come to play a major role in consumer liking. Our initial goal was to look for relevant emotions to explain consumer liking on beer products. Precisely, this study aimed to address the two following questions: (1) whether or not emotions could be connected with respect to specific products via sensory attributes, if that is the case, (2) whether products, evoking either positive or negative emotions, would be more or less appreciated by consumers. Two experiments were performed on 8 commercial beer products. In the first experiment, an emotional profile was created by check-all-that-apply questionnaire. The emotional data was then related to consumer liking data collected from the second experiment in order to obtain the preference mapping. The results showed that the products evoking positive emotions (e.g., optimism, eager, curiosity, etc.) were highly appreciated by consumers, while the products evoking negative emotions (e.g., loneliness, lost, laziness, rage, etc.) received low appreciation. These results suggested that product quality (i.e., liking in this context) can be better understood through the prism of emotions, the so-called emotions of quality, which were evoked via sensory attributes. It could help researchers and marketing professionals better understand emotions evoked from their products in the one part, and elucidate to approach firm products to ideal products in the other part.

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“…Emotions have been found to affect eating behavior and different aspects of a product: appearance, flavor, presentation, packaging, and/or consumption context, have an influence on the emotional response (Edwards, Hartwell, & Brown, 2013;Gutjar et al, 2013;Ng, Chaya, & Hort, 2013b;Torrico et al, 2018). Thus, a deep knowledge about how to measure and understand emotions might be one of the clues to understand which of the extrinsic and/or intrinsic sensory properties are key drivers of preferences, providing a competitive advantage in the marketplace to industry (M. Ng & Hort, 2015).…”

Section: General Contextualizationmentioning

confidence: 99%

“…Self-report measures are methodologies easier to use, cheaper, and no complex instrument and programs are required to collect and analyze the data (M. Ng & Hort, 2015). This kind of measures requires consumers to consciously select their emotional response to a stimulus, so they can be used in experiments where participants are in a real, evoked or recalled emotion elicitation situation (Coppin & Sander, 2016).…”

Section: Self-report Measuresmentioning

confidence: 99%

Consumers’ emotional response evoked by low alcoholic beverages : a methodological approach

Gijón¹

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Emotional response has been the subject of many studies during the last years. Many studies have shown the importance of using consumers to generate emotional lexicons. Chaya et al. (2015) developed a consumer defined (CD) lexicon to assess emotional response elicited by beer products. Shortly after, van Zyl et al. (2015) presented a procedure to ensure that emotional lists were fully composed by emotions. The present research was developed to improve and test the lexicon developed by Chaya et al. (2015) following the approach proposed by van Zyl et al. (2015). The proposed procedure allowed an easy filtering of terms for the study of emotional response. As a consequence, the test was shorter, clearer, and easier to understand and to complete by consumers. The improved emotional lexicon of beer favored 1) the efficiency of the research in terms of discrimination among samples, 2) the simplicity of use by the consumers.

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Insights into measuring emotional response in sensory and consumer research

Cited by 11 publications

References 52 publications

Comparing a full and reduced version of a consumer‐led lexicon to measure emotional response to beer

Comparing a full and reduced version of a consumer‐led lexicon to measure emotional response to beer

Emotions of quality: a case study on beer products

Consumers’ emotional response evoked by low alcoholic beverages : a methodological approach

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