Analytic approaches to evaluation modify hedonic responses

Recent research on using tastes to condition hedonic responses in odours has shown that analytical approaches to the odour/taste elements during conditioning inhibit the development of changes in odour liking. Since analytical ratings are frequently made by consumers in conjunction with ratings of overall liking of products, we examined whether the effect of analytical approaches was also evident in sensory evaluations. A comparison was made between overall liking ratings of a tea drink, made with (analytical) or without (synthetic) the anticipation of subsequent attribute ratings. Compared to two analytical groups, the synthetic group gave significantly higher liking ratings. These data are interpreted in the light of recent findings that analytical approaches inhibit the utilization of hedonic information.