Sensory and Semantic Language Model for Red Apples

Abstract

This study (1) examines the sensory attributes of a large group of red apples and compares consumer perceptions of them with those of a trained sensory panel; and (2) uses a sensory semantic frame classification to analyze the vocabulary used. Descriptive analysis was carried out with the trained panel, while a simplified version of the repertory grid method was used for one‐to‐one interviews with consumers. The perceptions expressed by the consumers correlated quite well with the terminology used by the trained panel, and the two groups used many identical words when describing the apples' texture, flavor and taste according to partial least squares regression. A sensory semantic frame was constructed based on the vocabulary used by the two groups. The combination of sensory and semantic analysis could be one way of extracting valuable words for use in contexts such as product description for marketing purposes in retail stores. PRACTICAL APPLICATION To increase and optimize consumer experiences of fruits and vegetables, it is crucial to use the proper words, both informatively and esthetically, to express these sense experiences. Often, however, it can be difficult to describe the taste, flavor, scent and texture of the food we eat. An agreed‐on sensory and semantic language for apples, for example, could be valuable for effective communication in retail stores, to improve selling statistics, consumption and consumer quality awareness. The key outcome of the study is that the perceptions of the trained panel and the consumers were quite similar, and that the combination of sensory and semantic methodology could be a valuable tool to create sensory characteristics of products to be used in effective marketing communication in grocery retail stores. Future research could investigate consumer decision‐making in relation to sensory and semantic description labels in retail grocery stores.

Sensory description labels for food affect consumer product choice

“…This shows that consumer decision making can be affected by the communication of sensory experiences; or, as stated by Herz (2010) concerning sensory stimuli and odour: "The shrewd sensory marketer could use these factors to elicit maximum impact in product labelling and branding". However, communicating the sensory characteristics of a food product in a grocery retail store might not be as straightforward as one might think; the use of sensory language or descriptions and the choice of words are essential for consumer credence (Swahn et al, 2010).…”

“…However, they generated these descriptive names based on brainstorming food-related associations within the research group; they did not conduct a sensory analysis of the product to create a proper flavour profile. Swahn et al (2010) proposed a suitable sensory language model for red apples along with a method to construct this kind of label for marketing food products; this is used in the present study. This raises the question of whether this approach could show the same success as that reported by Wansink et al (2001Wansink et al ( , 2005, when used in a grocery retail store setting for the purpose of affecting consumer choice and preference of food products.…”

“…The difference between session two and session three involved just a few extra semantic attributes, which are shown in italics in Figure 1. In designing the labels, we used the sensory description for red apples based on the sensory study by Swahn et al (2010) for the labels in session two. Labels in session three we developed an extension of the labels in session two by using the semantic frame theory.…”

“…Labels in session three we developed an extension of the labels in session two by using the semantic frame theory. The samples were also selected according to the result of Swahn et al (2010) and to be distinguished by their sensory profile (note: the INGRID MARIE and ELISE were grown in Sweden, while JONAGOLD apples were imported). The labels were designed along the same lines as existing labels in the grocery retail stores; A4-format, black and white, and using the companies' own fonts and sizes, in order to blend in with the actual grocery retail stores' labels.…”

From profiles to practice: Communicating the sensory characteristics of apples to the wider audience through simplified descriptive profiles

“…Watada, Abbott, and Hardenburg (1980), Daillant-Spinnler et al (1996) and Harker et al (2002). Sensory properties of apples have also been studied in northern Europe (Karlsen, Aaby, Sivertsen, Baardseth, & Ellekjaer, 1999;Kühn & Thybo, 2001a, 2001bSwahn, Öström, Larsson, & Gustafsson, 2010;Thybo, Sørensen, Christensen, & Kühn, 2005;Tomala, Bary1ko-Pikielna, Jankowski, Jeziorek, & Wasiak-Zys, 2009). …”