CATA and RATA questions for product-focused emotion research: Five case studies using emoji questionnaires

From Traditional to Intelligent, A Review of Application and Progress of Sensory Analysis in Alcoholic Beverage Industry

Sensory analysis is an interdisciplinary field that combines multiple disciplines to analyze food qualitatively and quantitatively. At present, this analysis method has been widely used in product development, quality control, marketing, flavor analysis, safety supervision and inspection of alcoholic beverages. Due to the changing needs of analysis, new and more optimized methods are still emerging. Thereinto, intelligent and biometric technologies with growing attention have also been applied to sensory analysis. This work summarized the sensory analysis methods from three aspects, including traditional artificial sensory analysis, intelligent sensory technology, and innovative technologies. Meanwhile, the application sensory analysis in alcoholic beverages and its industrial production was scientifically emphasized. Moreover, the future tendency of sensory analysis in the alcoholic beverage industry is also highlights.

Check-all-that-apply (CATA)- and rate-all-that-apply (RATA)-based sensometric assessment of germinated-wheat beverages

Sensometrics assesses sensory perspectives in consumer research using statistics and various methodologies. This study evaluated consumer responses to hot and cold germinated-wheat beverages in check-all-that-apply (CATA) and rate-all-that-apply (RATA) assessments using sensometric statistical approaches, including Cochran's Q test, penalty-lift analysis, and multiple factor analysis. Hot beverages (HB) were prepared by infusion using different amounts of germinated wheat (HB_1: 0.8 g/100 mL, HB_2: 2 g/100 mL, and HB_3: 4 g/100 mL), while cold beverages (CB) were made using cooled boiled germinated wheat with varying concentrations (CB_1: 25 g/L, CB_2: 50 g/L, and CB_3: 75 g/L). Results of the CATA study suggested that consumers preferred HB_1 and CB_1 because they expressed the sensory characteristics associated with liking, including "barley tea flavor", "neat taste", and "nutty taste", while "bitterish taste", "stuffy taste", and "astringent taste" were undesirable attributes. "Browning index", "barley tea odor", and "nutty taste" showed significant differences (p < 0.05) in both favorable and unfavorable rating scores. Overall, CB_1 elicited a clear taste and odor with fewer negative emotions. These findings demonstrate the usefulness of the sensometric approach combined with CATA and RATA analyses to obtain more easily interpretable results on the sensory perception of consumers to new food products.

Supplementary Information

The online version contains supplementary material available at 10.1007/s13197-023-05884-z.

Emotional responses to taste and smell stimuli: Self-reports, physiological measures, and a potential role for individual and genetic factors

Taste and olfaction elicit conscious feelings by direct connection with the neural circuits of emotions that affects physiological responses in the body (e.g., heart rate and skin conductance). While sensory attributes are strong determinants of food liking, other factors such as emotional reactions to foods may be better predictors of consumer choices even for products that are equally-liked. Thus, important insights can be gained for understanding the full spectrum of emotional reactions to foods that inform the activities of product developers and marketers, eating psychologist and nutritionists, and policy makers. Today, self-reported questionnaires and physiological measures are the most common tools applied to study variations in emotional perception. The present review discusses these methodological approaches, underlining their different strengths and weaknesses. We also discuss a small, emerging literature suggesting that individual differences and genetic variations in taste and smell perception, like the genetic ability to perceive the bitter compound PROP, may also play a role in emotional reactions to aromas and foods.

Emotion and Wellness Profiles of Herbal Drinks Measured Using Different Questionnaire Designs

The emotion and wellness profiles of herbal drinks were assessed using six different questionnaire designs. The questionnaire designs were constructed from two formats of questionnaire items, including words and sentences, and three types of measuring scales, including a rating scale (5-point intensity; 1 = ‘not at all’, 5 = ‘extremely’), a checklist scale (check-all-that-apply, CATA), and a combination of CATA and rating scales (rate-all-that-apply, RATA; 5-point intensity; 1 = ‘slightly’, 5 = ‘extremely’). The 39 emotional terms of the EsSense Profile^® and the 45 wellness terms of the WellSense Profile^TM were translated into Thai, then screened for relevance to herbal drinks. The seven positive emotional terms (active, energetic, good, happy, polite, satisfied, and warm), three negative emotional terms (bored, disgusted, and worried), and five wellness terms (comforted, healthy, invigorated, relaxed, and refreshed) were selected and included in the questionnaire. A central location test was performed to determine the emotion and wellness profiles of five herbal drinks: roselle (Hibiscus sabdariffa) drink, chrysanthemum (Chrysanthemum morifolium Ramat) drink, ginger (Zingiber officinale) drink, Jubliang (a mixture of eight herbs) drink, and Krachai Dam (Kaempferia parviflora) drink. For herbal drinks, measuring emotion and wellness with a questionnaire using full sentences did not show increased benefit over questionnaires using words alone. All three measuring methods—a rating scale, CATA, and RATA—produced similar emotion and wellness profiles. However, each method has different advantages and limitations, which researchers should carefully consider.

Going beyond sensory and hedonic aspects: A Brazilian study of emotions evoked by beef in different contexts

For deeper insight into beef consumer experiences during consumption, sensory descriptions seem to be insufficient, and exploration of emotions evoked by this product are required. In this context, the present study aimed to evaluate the emotions evoked by beef consumption in different contexts. To that end, this work was structured as follows: 1) Emotional vocabulary development; 2) Selection of beef cuts; and 3) Emotional profiling of beef cuts. The emotional vocabulary was useful for characterizing emotions evoked by two beef cuts with different sensory profiles, in different contexts, considering a within-subjects design. Rump cap samples showed the highest liking and were associated with positive emotions, while outside flat samples were less liked and characterized by negative emotions. The evoked context had no effect on hedonic and emotional intensities, but increased the number of emotions elicited by consumers. The correlation of sensory, hedonic and emotional information indicated that tenderness and internal color of beef were correlated with positive emotions and higher liking scores.

Comparing the Rate-All-That-Apply and Rate-All-Statements Question Formats across Five Countries

Rate All That Apply (RATA) is a derivative of the popularly used Check-All-That-Apply (CATA) question format. For RATA, consumers select all terms or statements that apply from a given list and then continue to rate those selected based on how much they apply. With Rate All Statements (RATING), a widely used standard format for testing, consumers are asked to rate all terms or statements according to how much they apply. Little is known of how the RATA and RATING question formats compare in terms of aspects such as attribute discrimination and sample differentiation. An online survey using either a RATA or RATING question format was conducted in five countries (Brazil, China, India, Spain, and the USA). Each respondent was randomly assigned one of the two question formats (n = 200 per country per format). Motivations for eating items that belong to five food groups (starch-rich, protein-rich, dairy, fruits and vegetables, and desserts) were assessed. More “apply” responses were found for all eating motivation constructs within RATING data than RATA data. Additionally, the standard indices showed that RATING discriminated more among motivations than RATA. Further, the RATING question format showed better discrimination ability among samples for all motivation constructs than RATA within all five countries. Generally, mean scores for motivations were higher when RATA was used, suggesting that consumers who might choose low numbers in the RATING method decide not to check the term in RATA. More investigation into the validity of RATA and RATING data is needed before use of either question format over the other can be recommended.

Comparing Four Question Formats in Five Languages for On-Line Consumer Surveys

Question formats are critical to the collection of consumer health attitudes, food product characterizations, and perceptions. The information from those surveys provides important insights in the product development process. Four formats based on the same concept have been used for prior studies: Check-All-That-Apply (CATA), Check-All-Statements (CAS), Rate-All-That-Apply (RATA), and Rate-All-Statements (RAS). Data can vary depending on what question format is used in the research, and this can affect the interpretation of the findings and subsequent decisions. This survey protocol compares the four question formats. Using a modified version of the Eating Motivation Survey (EMS) to test consumer eating motivations for five food items, each question format was translated and randomly assigned to respondents (N = 200 per country per format) from Brazil (Portuguese), China (Mandarin Chinese), India (Hindi or English), Spain (Spanish), and the USA (English). The results of this survey should provide more understanding of the differences and similarities in distribution of data for the four scale formats. Also, the translations and findings of this survey can guide marketers, sensory scientists, product developers, dieticians, and nutritionists when designing future consumer studies that will use these question formats.

Health beliefs towards kefir correlate with emotion and attitude: A study using an emoji scale in Brazil

Emojis can be used to explore food-evoked emotions in order to provide information that can support the product development and marketing decisions. This study aimed to evaluate consumers' acceptance, purchase intent and emotional responses to milk beverages, with and without kefir added, before and after these consumers were informed about the products' composition (0%, 15%, 30% and 50% m/v) and health claims toward kefir (blind and informed tests, respectively). Emotional responses were assessed by emoji use within a RATA questionnaire in order quantify the perceived significance of the emojis chosen. In the informed test, the consumers' perception of the sensory attributes of the milk beverages, such as their perception of an acid taste in added kefir beverages was shown to have changed. Overall, participants attributed significantly higher acceptance and purchase intent scores to added kefir beverages after they had been informed on its health benefits. In addition, expressions of positive emotion increased when participants were exposed to stimuli related to health benefits of kefir (15%, 30% and 50% m/v), while negative expressions of emotion decreased. The provided information of kefir modified valence and arousal in subjects, and it can be said that to 30% of kefir can be added to yogurt without compromising its sensory acceptability. Thus, health benefits alone cannot improve product acceptance, since participants found a 50% addition of kefir to be unpleasant when tasted during a blind test. Mixed beverages may present a probiotic beverage alternative for consumers who dislike kefir milk, but want to include it in their diets. The implications of liking and purchase intent and how they are linked to emotions are discussed in this paper as well.