Sensory acceptability and personality traits both determine which contexts are preferred for consumption of alcoholic cocktails |
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| Affiliation: | 1. Dept. DAGRI – University of Florence, Florence Italy;2. TasteMatters Research & Consulting, Australia;1. GreenUPorto & LAQV-REQUIMTE / DGAOT, Faculty of Sciences, University of Porto, Campus Agrário de Vairão, Rua da Agrária, 747, 4485-646 Vila do Conde, Portugal;2. SenseTest Lda., Rua Zeferino Costa, 341, 4400 – 345 Vila Nova de Gaia, Portugal;3. GreenUPorto & LAQV-REQUIMTE / DCeT, Open University of Portugal, Rua do Amial, 752, 4200-055 Porto, Portugal;4. Alumnus, Faculty of Engineering, University of Porto, R. Dr. Roberto Frias, 4200-465 Porto, Portugal;1. Department of Agricultural, Food, Environmental and Forestry Science and Technology, University of Florence, Italy;2. Sensometrics & Consumer Science, Facultad de Química, Universidad de la República, By Pass de Rutas 8 y 101 s/n, CP 91000, Pando, Canelones, Uruguay;3. The New Zealand Institute for Plant & Food Research Ltd., 120 Mt Albert Road, Private Bag, 92169 Auckland, New Zealand;1. Department of Agricultural Economics, Statistics and Business Management, Universidad Politécnica de Madrid, Escuela Técnica Superior de Ingeniería Agronómica, Alimentaria y de Biosistemas, Ciudad Universitaria s/n, 28040 Madrid, Spain;2. BCC Innovation, Basque Culinary Center, Paseo Juan Avelino Barriola 101, 20009 Donostia-San Sebastián, Spain;3. Euskampus Fundazioa, UPV/EHU, Edificio Rectorado, Barrio Sarriena Auzoa, 48940 Leioa, Bizkaia, Spain;1. The New Zealand Institute for Plant and Food Research Limited, Mt Albert Research Centre, Private Bag 92169, Auckland 1142, New Zealand;2. TasteMatters Research & Consulting, Sydney, Australia;3. Dept. DAGRI, University of Florence, Italy;4. Friesland-Campina, Wageningen, The Netherlands;1. Qi Statistics Ltd, UK;2. CREA – Research Centre for Food and Nutrition, Italy;3. Adacta International, Italy;4. Mérieux NutriSciences, France;5. Jean A McEwan Consulting Ltd, UK;6. Firmenich, Switzerland |
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| Abstract: | Alcoholic cocktails are consumed in very different situations and then consumers may differ in their favorite context to drink a cocktail. Diversity in the preferred context of cocktail consumption may reflect individual differences in taste responsiveness and personality traits as well as cocktail liking. This study aims at: 1) extending the efficacy of a coupled semiotic and statistical methodology for text analysis in uncovering aspects of preferred contexts of cocktail consumption; 2) testing if specific preferred contexts of cocktail consumption are related to individual differences; 3) investigating the relationships between preferred context to have cocktails and patterns of liking for cocktails. 159 cocktails consumers were characterized by personality traits, cocktail involvement, alcoholic beverages intake and PROP taster status and were asked to describe their preferred context to consume an alcoholic cocktail. Consumers were then asked to taste in blind conditions and rate their liking of six alcoholic aperitif cocktails. Three thematic clusters were identified (relax, sociability, aperitif). The relax lovers preferred a comforting context to have a cocktail; these consumers expressed a lower liking for the six evaluated samples than aperitif lovers but resulted more involved with cocktails as compared to the cluster sociability. This latter group of consumers focused on social aspects and novelty; they reported a higher intake of spirits than the cluster aperitif and showed higher scores in sensation seeking and disinhibition than the other clusters. The cluster aperitif described their favorite context as a “before dinner” situation; they were more involved with cocktails than the sociability cluster. Finally, the three clusters did not differ in PROP taster status distribution. The approach has proven to be useful to collect information and to segment consumers on the preferred aspects of cocktail experience. The study showed that consumer clusters with different preferred context for cocktail consumption differ in liking for the cocktails, personality traits, attitudes and alcohol intake. |
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| Keywords: | Open-ended questions Text analysis Context Involvement Personality traits |
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