Self-reported food-evoked emotions of younger adults,older normosmic adults,and older hyposmic adults as measured using the PrEmo2 tool and the Affect Grid

Food-evoked emotions may provide relevant consumer insights, beyond liking alone. Previous research, using the EsSense25 method, showed that the food-evoked emotion profiles of adults vary along the two dimensions valence and arousal, whereas those as reported by seniors vary mainly in valence. However, it is unknown to what extent these findings can be replicated using other self-reported emotion measuring tools. This study therefore compared food-evoked emotion profiles of 71 younger adults (mean age 30.8 (years) ± 9.3 (SD)), 86 older normosmic adults (i.e. normal sense of smell, mean age 67.5 (years) ± 5.4 (SD)), and 70 older hyposmic adults (i.e. impaired sense of smell, mean age 68.2 (years) ± 5.9 (SD)). These groups evaluated three types of gingerbread and three types of chocolate using the self-reporting emotion measurement tools PrEmo2 tool and the Affect Grid. In line with previous observations, the self-reported emotion profiles differed between the age groups. The emotion profiles of younger adults varied for both methods along the dimensions valence and arousal, whereas, for the older groups, this valence/arousal differentiation was less clear. The effect of olfactory function was less pronounced, as the older adults with normal and impaired olfactory function had similar emotion profiles. For the PrEmo2 tool specifically, the older adults had generally lower scores for negative emotions compared to the younger adults. Hence, age should be considered an important factor when self-reported food-evoked emotions are being measured in order to develop food products targeted at specific consumer groups.     

Effects of an evoked refreshing consumption context on hedonic responses to apple juice measured using best–worst scaling and the 9-pt hedonic category scale

Awareness of the need to consider a product’s consumption context when measuring consumer hedonic response of a product is increasing among consumer sensory researchers. This study investigated the effects of evoking a consumption context using a written scenario on hedonic response measured using best–worst scaling and the 9-pt hedonic category scale. Hedonic responses for four apple juices with relatively large sensory differences were compared when measured in the evoked context ‘when having something refreshing to drink’ using best–worst hedonic scaling (n = 65) and the 9-pt hedonic scale (n = 48). Best–worst scaling discriminated between the four apple juices when a refreshing context was evoked (p < 0.01), while the juices were equally liked using the 9-point scale (p = 0.41) when the same context was evoked. Consumers perceived best–worst scaling to be more difficult than the 9-pt scale, however there was no difference between the two methods for consumers perceived accuracy of their liking information. The present study highlights that the effect of an evoked context on hedonic response may not be universal for hedonic methods. Further research is needed to understand the effect of evoking context on the liking of products, and to determine whether this measure reflects product liking in an actual consumption context.     

Pleasantness,emotions and perceptions induced by coffee beverage experience depend on the consumption motivation (hedonic or utilitarian)

Motivations to consume a given food or drink differ across consumers. For instance, coffee drinking can be motivated by sensory enjoyment (hedonic motivation) or by stimulation (functional motivation). Today it remains unknown how hedonic vs. utilitarian motivations impact consumer–product interaction. The objective of the present research was to study the impact of both motivations on consumer responses (i.e. pleasantness, emotions, and importance and satisfaction for each of the five senses) during the entire experience of a coffee beverage. Sixty participants drinking coffee beverage either for sensory enjoyment (SENS, n = 30) or to be stimulated (STIM, n = 30) were recruited. Four moments of the product experience were considered: water heating, jar handling, cup preparation and cup drinking. Self-ratings were repeatedly performed by the participants after each moment. SENS participants depicted higher positive emotions than STIM participants and even if similar levels of pleasantness were reached after cup drinking by both groups, levels of pleasantness at water heating and jar handling moments differed. The importance and satisfaction for the different senses also changed according to the participant motivation to drink the coffee beverage. Marketing implications are discussed in terms of communication materials development to more strongly engage consumers with the product.     

The impact of the means of context evocation on consumers’ emotion associations towards eating occasions

The joint investigation of the product, the consumer, and the consumption context is necessary for furthering the understanding of eating occasions (snacks and main meals), including their construction and enjoyment. The study of people’s experience of eating occasions is less advanced than the understanding of acceptability, preference, and choice of individual food/beverage items and/or their combination in meals. The current research contributes to narrowing this gap by focusing on emotions as a dimension of eating experiences and enjoyment. Under evoked consumption contexts (breakfast, lunch, afternoon snack, dinner), the emotion associations for several products (potato crisps, chocolate brownie, and kiwifruit) were obtained from consumers (n = 399) using a questionnaire method. Emotion associations were explored in relation to: (1) the way in which the food stimulus was evaluated by participants (tasting food vs. seeing a food image); (2) the serving presentation of the food stimulus (image of food shown in isolation vs. image of food served on a plate with cutlery); and (3) the means in which the consumption context was evoked (written vs. written and pictorial). Consumers’ product emotion associations when tasting a food stimulus vs. seeing an image of the same food were highly similar. There was some evidence that more specific means of presenting the food stimuli (with tableware vs. without tableware) and consumption contexts (written and pictorially vs. written only) influenced perceived appropriateness of the product in the focal consumption context. This resulted, for example, in a higher frequency of use of negative emotion terms in the less appropriate consumption contexts. Overall, through the use of evoked consumption contexts this research has contributed new understanding of product-specific emotional associations during eating occasions from a methodological approach. In addition to the aforementioned results a more general finding was the apparent reliance by participants on past product experiences when completing the emotion questionnaire.     

Emotional responses to branded and unbranded foods

Investigating the emotions elicited by a product considering only its sensory characteristics or both its sensory characteristics and packaging/branding can give a deeper insight into product perception and can help companies in the design and optimisation of products that meet consumer expectations. The aim of this study was to (i) measure how liking changes across blind, package (expected) and informed conditions, and (ii) measure how emotions change across blind and informed conditions, in products representing the widest range of sensory variability and brand identity in the market category of hazelnut and cocoa spreads. In the first session participants (n = 120) tasted each product in a blind condition, expressed their liking and rated emotions using the EmoSemio questionnaire specifically developed for this product category (Spinelli, Masi, Dinnella, Zoboli, & Monteleone, 2014). Then consumers were asked to rate their expected liking for the products, presented in the original packaging by means of photos (pack/expected condition). After one week, consumers tasted each product presented with its own packaging (informed condition), expressed their liking and rated emotions.Emotions were very discriminating in both conditions: in the informed condition all the emotions significantly varied across samples, while in the blind condition 21 out of 23 (91.3%) varied.Results showed a correlation between liking (blind, expected and informed) and emotions. Complete assimilation of liking toward expectations was associated to an overall improvement of the emotional performance of the product: positive emotions increased in the case of complete assimilation towards the expectations, while negative emotions decreased. When there was a mismatch between expected liking evoked by packaging and blind liking (disconfirmation) but an assimilation effect was not found, some positive emotions significantly decreased in the informed condition compared to the blind one.This study suggests the importance of collecting emotion responses in both blind and informed conditions to detect changes in the emotional profile of products due to the brand/packaging providing information useful for product optimisation.     

RATA questions are not likely to bias hedonic scores

Concurrent elicitation of hedonic and sensory information from consumers helps to identify the sensory attributes that drive consumer preferences. However, there is a risk that asking consumers about specific sensory characteristics can bias their hedonic responses. This research extends previous work by investigating if concurrent use of rate-all-that-apply (RATA) questions, a variant of CATA questions is associated with bias of the hedonic scores. RATA questions extend CATA questions by requiring consumers to also rate the intensity of the terms that are applicable for describing samples (‘high’, ‘medium’ and ‘low’). In eight consumer studies (n = 560) across five product categories there was no evidence of concurrent use of RATA questions influencing hedonic scores. When RATA questions were used concurrently with a hedonic question there was a strong tendency for greater hedonic discrimination between samples (5 of 8 studies). This suggested that the discriminative capacity of the hedonic question was increased by inclusion of the RATA question, a result that could be attributable to the RATA question increasing consumers’ engagement and attention to the task. Further research is required to confirm this result and tentative explanation.     

The influence of product- and person-related factors on consumer hedonic responses to soy products

Consumers in Western countries increasingly appreciate health benefits of soy products. However, several barriers prevent full acceptance of these products. This study investigates the effects of product-related factors (perceived familiarity and expected healthiness) and person-related factors (food neophobia and health interest) on consumer hedonic responses to various soy products. In the pre-study, 48 German-speaking participants assessed the perceived familiarity, healthiness and tastiness for 21 soy products. In the main study, four soy products that differed in familiarity and healthiness were presented to German consumers (n = 327) as images supplemented by product names and slogans stressing either health or taste benefits. Participants rated their attitudes towards the product, product liking, taste expectations and willingness to try the products in a 2 (familiar or unfamiliar products) × 2 (healthy or tasty products) × 2 (low or high food neophobia) between-subject design. As hypothesized, neophilic consumers showed more positive responses to soy products compared to neophobic consumers. Neophobics showed more positive responses to familiar soy products, whereas the responses of neophilics were not influenced by product familiarity. Health interest positively influenced the willingness to try soy products. However, the effect of healthiness manipulation on hedonic responses to experimental products was not significant. The results of the study suggest that perceived familiarity might be more important for acceptance of soy products than expected healthiness. Successful marketing strategies for soy products should target neophobic consumers by increasing the level of familiarity of soy foods.     

The concurrent use of JAR and CATA questions in hedonic scaling is unlikely to cause hedonic bias,but may increase product discrimination

The concurrent use of CATA questions (check-all-that-apply) with hedonic scaling in product research with consumers has gained acceptance in recent years. However, CATA questions do not enable product developers to identify consumers’ preferred intensity of a sensory attribute directly, and for this reason just-about-right (JAR) questions are sometimes used together with questions that quantify attribute presence and/or intensity. Using JAR questions, consumers have to describe each of the samples in terms of each specific attribute, typically: 1 = ‘Not enough…’, 3 = ‘Just about right’, and 5 = ‘Much too…’. Past research has suggested that co-elicitation of hedonic and JAR responses bias the hedonic data. This undesired effect could extend to the case where JAR questions are used concurrently with hedonic and CATA questions. In seven studies (N = 762) across seven product categories no such evidence was found. Additionally, there was some evidence pointing to an increase in product discrimination based on hedonic and CATA responses. Preliminary data indicated that the inclusion of JAR questions in product tests also eliciting hedonic and CATA responses did not negatively affect consumers’ perception of the task, which, on average, was still regarded as easy and not tedious. Future research is required to validate the findings across more varied experimental settings.     

Sensory interaction of umami substances with model food matrices and its hedonic effect

Palatability changes in seven model foods (soups and mashed potato) evoked by various combinations of monosodium glutamate (MSG) and disodium inosinate and guanylate (I + G) were studied. Flavour enhancers were added to each food matrix according to the same factorial design. The magnitude, direction and regularity of hedonic responses were highly product-dependent. Contribution of MSG and I + G to palatability-enhancement also varied for different model product: in chicken broth and vegetable soup MSG played the leading role; in mushroom, red beets and asparagus soups contribution of I + G was considerable. In green peas cream soup the supplementation by MSG/I + G evoked mostly negative hedonic effect. Analysis of naturally present free amino acids revealed considerable differences in their amount and composition. The interaction of naturally present glutamates and added umami substances (and probably other sensory-active compounds) might be at least partially responsible for observed diversity of hedonic responses.     

Effect of varying salt and fat levels on the sensory and physiochemical quality of frankfurters

The sensory and physiochemical properties of frankfurters with varying fat and salt levels were investigated. Twenty frankfurter formulations were produced with varying concentrations of fat (10%, 15%, 20%, 25% w/w) and salt (1%, 1.5%, 2%, 2.5%, 3% w/w). Frankfurters were assessed instrumentally for colour, moisture, fat, cooking loss and texture profile analysis. Consumers (n = 25) evaluated each product in duplicate for colour, coarseness, tenderness, juiciness, salt taste, meat flavour, off-flavour and overall acceptability using a hedonic scale. Salt levels below 1.5% were shown to have a negative effect on consumer acceptability, with 2.5% salt concentration being the most accepted (P < 0.001) by consumers. However, frankfurters containing the lower fat levels 10% and 15% fat with higher salt levels (2.5–3%) were significantly the most acceptable variants to consumers. Samples containing less fat and salt were found to be tougher, less juicy and had greater cooking losses. Thus salt perception is very important for consumer acceptability, but fat levels can be potentially reduced without significantly affecting overall acceptability.     

The great is the enemy of the good: Hedonic contrast in a coursed meal

This study investigates whether hedonic contrast occurs between foods served in different courses within a meal. In particular, does the hedonic value of an appetizer affect the hedonic value of the subsequently eaten main course? Hedonic contrast is known to occur in laboratory settings, but so far it has not been demonstrated in ecologically valid, real-world meal situations. To that end, this study was conducted in an ecologically valid setting – a training restaurant in a culinary school. Two groups of subjects (Ns = 35 and 29) were served the same pasta main course after either a good or mediocre bruschetta appetizer. The pasta was rated worse (and hedonically negative, M = −9.4) by subjects eating the good appetizer than by subjects eating the mediocre one (who judged it as hedonically positive, M = 17.4). This suggests that the hedonic value of an appetizer can influence the degree to which a diner likes the main course of a meal. Implications for the phenomenon of hedonic contrast and for meal services in restaurant settings are discussed.     

Does wine label processing fluency influence wine hedonics?

Research from the sensory science literature reveals that product information has an influence on the hedonic taste rating. Studies from social cognitive research have shown that processing fluency influences decision-making and evaluation processes. The present field study (N = 123) applied a 2 × 2-between-subject design to explore whether the processing fluency of the label information (low versus high) or the consumption domain (everyday versus special-occasion) have an effect on the subsequent hedonic taste rating of a wine. Fluency was manipulated via an easy- or difficult-to-read font. Results showed that there was no effect of the consumption domain. However, the wine was liked more in the high-fluency condition compared to the low-fluency condition. Thus, the results indicate that a wine tastes better if the labeled visual information can be processed relatively fluently. This research therefore adds to the literature on processing fluency because it suggests that fluency transfers across modalities. To give reliable recommendations to marketing specialists and label designers, further research is required to confirm the observed findings.     

Consumers' acceptance of a high-polyphenol yerba mate/black currant beverage: Effect of repeated tasting

The effect of repeated tasting may improve the acceptance level and positive emotions associated with an unusual food. Our aim was to analyze this effect on the consumer acceptance, emotional status, purchase intention and optimum level of sensory attributes of a yerba mate (YMI)/black currant (BC) drink with high polyphenol content and low palatability.Beverage formulations (%) were: YMI 50/BC 30 (S1); YMI 60/BC 20 (S2); YMI 60/BC 20/diet sweetener 0.05 (S3). All samples had 15% maltodextrin, 0.01% aroma and 5.0% sucrose. One hundred participants (70 female, 30 male) aged 25 to 63 years (M = 38.9, SD = 10.9) evaluated the same three samples (S1, S2 and S3) during four sessions to determine the influence of repeated exposure, taking the first session as a control. Acceptance was measured by a 9-point hedonic scale, purchase intent by a 5-point scale and attribute diagnosis (sourness, sweetness, astringency, aroma and body) by a Just About Right scale. Consumers selected at least three terms from a list of 12 words (well-being, displeasure, familiarity, sadness, fear, freshness, anguish, simplicity, relaxation, anger, joy and surprise) to describe their emotional status after tasting the samples. Results showed that the last session displayed the highest values for acceptance demonstrating a repeated exposure effect. The samples with less acceptability in session 1 (S1 and S2) were those with the greatest increase in session 4. Purchase intention was not affected by product exposure. The oldest consumer group (50–63 years old) exhibited the minimum levels of acceptance and purchase intention. The attribute diagnostic evaluations did not change through the four sessions indicating that the consumer opinion of its optimum point was maintained at the same level as the first impression. The word “familiarity” was selected for all the samples in the fourth and final session and also for sample 3 at session 3, confirming its impact and showing the exposure level necessary to develop it.     

Sensory profiles and consumer acceptability of a range of sugar-reduced products on the UK market

Current UK intake of non-milk extrinsic sugars (NMES) is above recommendations. Reducing the sugar content of processed high sugar foods through reformulation is one option for reducing consumption of NMES at a population level. However, reformulation can alter the sensory attributes of food products and influence consumer liking. This study evaluated consumer acceptance of a selection of products that are commercially-available in the UK; these included regular and sugar-reduced baked beans, strawberry jam, milk chocolate, cola and cranberry & raspberry juice. Sweeteners were present in the reformulated chocolate (maltitol), cola (aspartame and acesulfame-K) and juice (sucralose) samples. Healthy, non-smoking consumers (n = 116; 55 men, 61 women, age: 33 ± 9 years; BMI: 25.7 ± 4.6 kg/m²) rated the products for overall liking and on liking of appearance, flavor and texture using a nine-point hedonic scale. There were significant differences between standard and reduced sugar products in consumers' overall liking and on liking of each modality (appearance, flavor and texture; all P < 0.0001). For overall liking, only the regular beans and cola were significantly more liked than their reformulated counterparts (P < 0.0001). Cluster analysis identified three consumer clusters that were representative of different patterns of consumer liking. For the largest cluster (cluster 3: 45%), there was a significant difference in mean liking scores across all products, except jam. Differences in liking were predominantly driven by sweet taste in 2 out of 3 clusters. The current research has demonstrated that a high proportion of consumers prefer conventional products over sugar-reduced products across a wide range of product types (45%) or across selected products (27%), when tasted unbranded, and so there is room for further optimization of commercial reduced sugar products that were evaluated in the current study. Future work should evaluate strategies to facilitate compliance to dietary recommendations on NMES and free sugars, such as the impact of sugar-reduced food exposure on their acceptance.     

Short-term appetite-reducing effects of a low-fat dairy product enriched with protein and fibre

The objectives of this work were to investigate short-term appetite-reducing effects of an innovative low-fat yogurt enriched with protein (8 g/serving) and fibre (2.6–2.9 g/serving). Two studies were conducted using randomised cross-over designs. Healthy women consumed a mid-morning snack consisting of either the test or the control yogurt product (Study 1, n = 24: iso-energetic, not iso-weight conditions; Study 2, n = 121: iso-weight, not iso-energetic conditions) under laboratory conditions. Subjective appetite ratings (of hunger, fullness, desire to eat and prospective consumption) were recorded throughout the morning; sensory and hedonic ratings were also collected. In Study 2, two hours after consumption of the dairy snack, subsequent food intake at lunch was also measured. The test product reduced subjective appetite compared to the control (all ratings, P < 0.05). Energy intake at lunch was reduced by 274 kJ after the test compared to the control (P < 0.001). These two studies demonstrated that a low-fat dairy product enriched with protein and fibre can significantly reduce short-term appetite.     

Investigating the effects of tea,water and a positive affect induction on mood and creativity

Positive affect has been shown to be predictive of improved creativity. This study investigated the immediate effect of the tea experience on positive affect and creativity, compared to both a neutral and positive control condition. Regular tea drinkers (N = 150) were allocated to three conditions: (1) tea preparation and consumption, (2) water consumption, or (3) a positive affect induction. Participants completed the Affect Grid pre and post intervention, and measures of creativity and motivation post intervention. Tea consumption increased the valence dimension of mood, similar to the positive affect induction. Although it was expected that positive affect induction and tea consumption would improve creativity, we observed a trend in that direction on one measure of creativity (showing faster insights for difficult problems), but the effect did not reach statistical significance. Our study shows that a simple everyday activity such as tea consumption can effectively boost mood immediately after consumption.