Development of a method to measure consumer emotions associated with foods |
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| Authors: | Silvia C. King Herbert L. Meiselman |
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| Affiliation: | 1. McCormick and Company, Inc., 204 Wight Avenue, Hunt Valley, MD 21030, USA;2. Herb Meiselman Training and Consulting Services, P.O. Box 28, Rockport, MA 01966, USA;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. Departamento de Nutrición y Ciencia de los Alimentos, Facultad de Farmacia, Universidad Complutense de Madrid, Avenida Complutense s/n, 28040 Madrid, Spain;4. Free University of Bozen-Bolzano, Faculty of Science and Technology, NOI TechPark, 39100 Bozen-Bolzano, Italy;1. U.S. Army Natick Soldier Center, Kansas Street, Natick, MA 01760, USA;2. The New Zealand Institute for Plant & Food Research Limited, 120 Mt Albert Road, Private Bag 92169, Victoria Street West, Auckland, New Zealand;1. Department of Experimental Psychology, University of Oxford, South Parks Road, OX1 3UD Oxford, UK;2. The New Zealand Institute for Plant & Food Research Limited, Mt. Albert Research Centre, Private Bag 92169, Victoria Street West, Auckland 1142, New Zealand |
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| Abstract: | Emotion attributes have been generally associated with product brands but little work has been published to understand consumer emotions associated with the product itself. The purpose of this series of studies was to develop an emotion-specific questionnaire to test foods with consumers in person or on the internet. A list of emotion terms was screened and validated with consumers. The emotion terms selected for foods were generally positive, as compared with emotion testing originating within a clinical framework. The list of emotions was useful in differentiating between and within categories of foods. Higher overall acceptability scores correlated with higher emotions, but differences in emotion profiles did not always correlate to differences in acceptability. A description of the approach used to develop the questionnaire, questionnaire format, effect of test context, and specific applications of the method to foods are presented. This test represents a major methodological advance in consumer testing of food products in a commercial environment. |
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