A comparison of the labeled magnitude (LAM) scale,an 11-point category scale and the traditional 9-point hedonic scale |
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| Authors: | Harry T Lawless Richard Popper Beverley J Kroll |
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| Affiliation: | 1. Food Science Department, Cornell University, Stocking Hall, Ithaca, NY 14853, United States;2. Peryam and Kroll Research Corporation, 6323 N. Avondale Ave., Chicago, IL 60631, United States;1. University of Milan, Italy;2. University of Florence, Italy;3. TasteMatters Research & Consulting, Sydney, Australia;4. Edmund Mach Foundation, San Michele all’Adige, Italy;5. University of Gastronomic Science, Bra, Italy;6. CREA – Research Centre on Food and Nutrition, Rome, Italy;7. University of Catania, Italy;8. CREA – Research Center for Enology, Asti, Italy;9. University of Basilicata, Potenza, Italy;10. University of Naples – Federico II, Italy;11. IBIMET-CNR, Bologna, Italy;12. University of Udine, Italy;13. University of Bologna, Italy;1. Department of Food Science, University of Otago, PO Box 56, Dunedin 9054, New Zealand;2. Faculty of Health and Environmental Science, Auckland University of Technology, Private Bag 9006, Auckland 1142, New Zealand;3. Symrise Asia Pacific Pte Ltd, 226 Pandan Loop, Singapore 128412, Singapore;4. The New Zealand Institute for Plant & Food Research Ltd, Mt. Albert Research Centre, Private Bag 92169, Victoria Street West, Auckland 1142, New Zealand;1. State Key Laboratory of Food Science and Technology, School of Food Science and Technology, Jiangnan University, Wuxi, Jiangsu, China;2. School of Food Science and Technology, Jiangnan University, Wuxi, Jiangsu, China;3. Dept Food Science and Technology, Universidad Politecnica de Madrid, Spain;4. AgroParisTech, Paris, France;5. Davis Sensory Institute, United States;6. Dept Food Science and Technology, University of California, Davis, CA, USA;1. Department of Food Science and Technology, College of Engineering, Ewha Womans University, Seoul 03760, South Korea;2. Unilever R&D, Olivier van Noortlaan 120, Vlaardingen, The Netherlands;3. Unilever R&D, 40 Merritt Blvd, Trumbull, CT, USA;1. Department of Biological Sciences, Brock University, St. Catharines, Ontario L2S 3A1, Canada;2. Department of Psychology, Brock University, St. Catharines, Ontario L2S 3A1, Canada;3. Cool Climate Oenology and Viticulture Institute, Brock University, St. Catharines, Ontario L2S 3A1, Canada;4. Compusense Inc., Guelph, Ontario N1H 1C5, Canada;5. Charles Sturt University, Locked Bag 588, Wagga Wagga, NSW 2678, Australia;6. University of the Sunshine Coast, Sippy Downs, Queensland 4556, Australia |
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| Abstract: | Schutz and Cardello Schutz, H. G. & Cardello, A. V. (2001). A labeled affective magnitude (LAM) scale for assessing food liking/disliking. Journal of Sensory Studies, 16, 117–159] proposed the labeled magnitude (LAM) scale for measuring food acceptance. The LAM is a line scale anchored at its end points with the phrases “greatest imaginable like” and “greatest imaginable dislike” and uses as intermediate anchors the nine phrases of the traditional hedonic scale. In this study, three hedonic scales were compared, including the widely-used 9-point hedonic scale, the LAM scale, and an 11-point category scale using the LAM’s verbal anchors as category labels. Three groups of consumers (N = about 100 each) used one of the three scales to evaluate the acceptability of highly liked foods (orange juices, potato chips, cookies, and ice cream, with four samples of each). Scales were evaluated primarily on their ability to show differences in acceptability, the correspondence of acceptance ratings to preference ranking and the correspondence of stated product usage (e.g., purchase of pulp vs. non-pulp orange juice) to the product scoring highest. All three scales performed equally well, with no one scale showing a consistent superiority over another. All three scales were able to differentiate acceptability of the orange juices, chips and cookies. No scale differentiated among the ice creams, which had equal and high acceptability. All scales showed a strong correspondence between liking and preference rankings and also between the product rated highest and the type of product usually consumed, within each of the product categories. |
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