A single-response emotion word questionnaire for measuring product-related emotional associations inspired by a circumplex model of core affect: Method characterisation with an applied focus

Plant-Based Alternatives Need Not Be Inferior: Findings from a Sensory and Consumer Research Case Study with Cream Cheese

Reliance on animal foods must be reduced to improve planetary and human well-being. This research studied plant-based cheese alternatives (PBCA) relative to dairy cheese in a consumer taste test with 157 consumers in New Zealand. A case study approach used cream cheese (commercially available) as the focal product category (2 PBCA, 2 dairy) and implemented a multi-response paradigm (hedonic, sensory, emotional, conceptual, situational). "Beyond liking" insights were established, including drivers of liking (sensory, non-sensory) and sensory drivers of non-sensory product associations. Two consumer segments were identified, of which the largest (n = 111) liked PBCA and dairy samples equally (6.5-6.7 of 9). In this PBCA Likers cluster, the key sensory drivers of liking were 'creamy/smooth mouthfeel', 'dissolves quickly in mouth', and 'sweet', while a significant penalty was associated with 'mild/bland flavour'. The non-sensory data contributed additional consumer insights, including the four samples being perceived as differently appropriate for 9 of 12 use situations, with PBCA being regarded as less appropriate. In the limited confines of this case on cream cheese, the findings show that PBCA need not be inferior to their dairy counterparts despite a general narrative to the contrary. Of note, the results were obtained among participants who were open to eating a more PB diet but were not vegetarian or vegan.

The Effect of Response Conditions on Food Images-Evoked Emotions Measured Using the Valence × Arousal Circumplex-Inspired Emotion Questionnaire (CEQ)

In 2020, a single-response-based, valence × arousal circumplex-inspired emotion questionnaire (CEQ) was developed. Using a between-participants design, previous studies have found that a multiple response (MR) condition better discriminated test samples (e.g., written food names) based on their evoked emotions than a single response (SR) condition. This research, comprising Studies 1 and 2, aimed to determine the effect of response conditions (i.e., SR vs. MR) on emotional responses to food image samples, using a within-participants design. In Study 1, 105 Korean participants were asked to select a pair of emotion terms (i.e., SR condition) or select all pairs representing their evoked emotions (i.e., MR condition) from a list of 12 pairs of emotion terms of the CEQ, in response to the 14 food images. Both SR and MR conditions were tested within a remote (online) session. To minimize both a potential carry-over effect of the "within-participants design" and an influence of environmental factors in the remote testing, Study 2 asked 64 U.S. participants to do so over two separated sessions on two different days in a controlled laboratory setting. In both Studies 1 and 2, participants selected the CEQ's emotion-term pairs in the MR condition more frequently than in the SR condition, leading to the MR condition's higher capacity to discriminate test samples. While the configurations of the correspondence analysis biplots drawn in the SR and MR conditions were similar, those in the MR condition were more likely to be similar to the configurations of the principal component analysis biplots drawn from the ratings of valence and arousal for food image samples. In conclusion, this study provides robust empirical evidence that the MR condition can perform better in capturing sample differences in food-evoked emotions, while the SR condition is also effective in characterizing emotional profiles of test samples. Our findings will provide practical insights to sensory professionals, enabling them to effectively leverage the CEQ or its variants when measuring food-evoked emotions.

Consumer perception of plant-based yoghurt: Sensory drivers of liking and emotional, holistic and conceptual associations

Plant-based (PB) yoghurts is a rapidly expanding food category with the potential to reduce many of the negative environmental impacts associated with the farming of dairy cattle and related greenhouse gas emissions. Within the context of growing consumer demand for PB products, this research aimed to identify the main drivers of consumer acceptance of PB yoghurts through data drawn from a consumer study of 113 adult New Zealand participants who tasted a representative range of commercially available vanilla-flavoured PB yoghurts, and provided sample evaluations using a multi-variable measurement approach comprised of liking ratings, emotional responses, sensory characterisations, and holistic / conceptual perceptions. The primary finding of this study was that the overall acceptability of currently available PB yoghurts is low, leading to poor attitudes and low willingness to consume PB yoghurts. The examined products were characterised by the presence of several sensory attributes that negatively impacted consumer liking, either because they were unexpected or because their intensity level was too high. Among the main sensory issues identified were perceived sourness (acidity), lumpy appearance and non-white colour. In contrast, vanilla flavour and a creamy/smooth texture were identified as the main drivers of liking. The multi-response approach used in this study enabled a comprehensive characterisation of the products. One of the key insights gained was that negative emotional activation, caused by the presence of unexpected sensory attributes in the samples, was the main driver of product rejection. This was likely due to the disparity between consumers' sensory expectations, formed primarily based on their experience with dairy yoghurts, and the actual experience upon tasting the PB yoghurts. Overall, the findings indicate that the sensory properties of currently available PB yoghurts are a significant barrier to their adoption by most consumers and that addressing these sensory deficiencies is essential to achieving mainstream market acceptance of these products.

Consumer Studies: Beyond Acceptability—A Case Study with Beer

Beer is one of the most consumed alcoholic beverages in the world; its consumption and preference are evolving from traditional industrial beers of low complexity to novel craft beers with diverse flavour profiles. In such a competitive industry and considering the complexity of consumer behaviour, improvement and innovation become necessary. Consequently, consumer science, which is responsible for identifying the motivation behind customer preferences through their attitudes, perception and behaviour, has implemented strategies ranging from simple hedonic measurements to several innovative and emerging methodologies for a deeper understanding of the variables that affect the product experience: sensory, affective and cognitive. In this context, we offer a review inspired by previous research that explores some of the quantitative and qualitative methods used in consumer studies related to beer consumption, ranging from traditional approaches (acceptability, purchase intention, preference, etc.) to techniques that go beyond acceptability and allow a different understanding of aspects of consumer perception and behaviour (segmentation, expectations, emotions, representation, etc.). Also, innovative applications (contexts, immersive technologies and virtual reality, implicit measures, etc.) and current trends related to consumer science (Internet, social media, pairing, product experience, etc.) are addressed.

Emoji meanings (pleasure–arousal–dominance dimensions) in consumer research: Between‐country and interpersonal differences

In line with the increasing popularity of emoji, the need for methodological research into these pictorial representations of emotion remains. The present research contributes to this goal by continuing to establish the meaning of emoji and exploring these according to between-country and interpersonal differences. The emoji (n = 12) were selected to span the valence × arousal emotion space, and the PAD model (Pleasure-Arousal-Dominance) was used to establish emoji meaning for the three dimensions, operationalized as measurement on 6 × 3 semantic differentials. Participants in the main study came from three countries-Germany, Singapore, and Malaysia (n = 2465), and a supplementary study included the United Kingdom and New Zealand (n = 600) (subset of four emoji). The results confirmed that emoji meanings according to the PAD model were largely similar between countries (albeit not identical). There were multiple minor significant differences for individual emoji, and where these existed, they often related to the dimension of Arousal, prompting a need for further investigation. Interpersonal differences were examined for gender (men and women), age group (18-45 and 46-69 years old), and frequency of emoji use. Again, significant differences were smaller rather than larger and supported the notion that emoji are generally applicable for multicountry research. However, caution regarding the participants who use emoji infrequently may be warranted. PRACTICAL APPLICATION: The findings from this research will help academics and practitioners who are interested in using emoji for sensory and consumer research (or are already doing so) with more robust interpretations of their findings. For a set of 12 emoji that provide broad coverage of the valence × arousal emotional space, meanings are provided on the three dimensions of the PAD model. The data is collected in five countries and contributes to increased confidence that emoji meanings are by and large similar in these countries.

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.

Linking Categorical and Dimensional Approaches to Assess Food-Related Emotions

Reflecting the two main prevailing and opposing views on the nature of emotions, emotional responses to food and beverages are typically measured using either (a) a categorical (lexicon-based) approach where users select or rate the terms that best express their food-related feelings or (b) a dimensional approach where they rate perceived food items along the dimensions of valence and arousal. Relating these two approaches is problematic since a response in terms of valence and arousal is not easily expressed in terms of emotions (like happy or disgusted). In this study, we linked the dimensional approach to a categorical approach by establishing mapping between a set of 25 emotion terms (EsSense25) and the valence–arousal space (via the EmojiGrid graphical response tool), using a set of 20 food images. In two ‘matching’ tasks, the participants first imagined how the food shown in a given image would make them feel and then reported either the emotional terms or the combination of valence and arousal that best described their feelings. In two labeling tasks, the participants first imagined experiencing a given emotion term and then they selected either the foods (images) that appeared capable to elicit that feeling or reported the combination of valence and arousal that best reflected that feeling. By combining (1) the mapping between the emotion terms and the food images with (2) the mapping of the food images to the valence–arousal space, we established (3) an indirect (via the images) mapping of the emotion terms to the valence–arousal space. The results show that the mapping between terms and images was reliable and that the linkages have straightforward and meaningful interpretations. The valence and arousal values that were assigned to the emotion terms through indirect mapping to the valence–arousal space were typically less extreme than those that were assigned through direct mapping.

Investigating the relative merits of using a mixed reality context for measuring affective response and predicting tea break snack choice

Sensory evaluation for the investigation of food consumption is often conducted in a controlled laboratory environment, which does not reflect consumption behaviour in real world. Here, we compared the effect of consumption setting (traditional sensory booth, mixed reality projection café, and a café) on consumer affective responses, and to investigate the effectiveness of using Microsoft HoloLens technology, an Augmented Mixed Reality device, as an ecologically valid alternative to natural consumption eating for sensory evaluation. Participant [(n = 120): 86 females/34 males, aged 18-65 years] affective response (overall liking, attribute liking, emotional response, and snack choice) towards two commercially available tea break snacks (caramel slice and chocolate digestive biscuit) was assessed in three different consumption settings using a balanced crossover design. There were no significant differences for most affective ratings between data obtained from the HoloLens evoked café and real café (p ≥ 0.10), suggesting that mixed reality could provide an ecologically valid context for consumer research. However, response differences were observed between these two contexts and the sensory booths. For example, interested, joy, enthusiastic emotion terms were rated slightly higher in the evoked café in comparison to the booth context and slightly higher emotional engagement was observed for joy in the café compared to the booths (all p < .10). This study highlights key considerations for deciding where consumer testing should be conducted and the importance of using a combination of overall liking, attribute liking and emotional response to obtain data representative of real-world environments in consumer studies.

Emoji for Food and Beverage Research: Pleasure, Arousal and Dominance Meanings and Appropriateness for Use

Emoji have been argued to have considerable potential for emotion research but are struggling with uptake in part because knowledge about their meaning is lacking. The present research included 24 emoji (14 facial, 10 non-facial) which were characterized using the PAD model (Pleasure-Arousal-Dominance) of human affect by 165 consumers in New Zealand and 861 consumers in the UK. The results from the two countries were remarkably similar and contributed further evidence that emoji are suitable for cross-cultural research. While significant differences between the emoji were established for each of the PAD dimensions, the mean scores differed most on the Pleasure dimension (positive to negative), then on the Arousal dimension (activated to deactivated), and lastly on the Dominance dimension (dominance to submissive). The research also directly measured the perceived appropriateness of the 24 emoji for use with foods and beverages. The emoji face savoring food, clapping hands and party popper were in the top-5 for the highest appropriateness in food and beverage context for both studies, as was a strong negative expression linked to rejection (Study 1: face vomiting; Study 2: nauseated face). On the other hand, zzz and oncoming fist were considered as the least appropriate to be used in a food and beverage context in both studies. Again, the results from the UK and NZ were in good agreement and identified similar groups of emoji as most and least suitable for food-related consumer research.

The temperature of emotions

Emotions and temperature are closely related through embodied processes, and people seem to associate temperature concepts with emotions. While this relationship is often evidenced by everyday language (e.g., cold and warm feelings), what remains missing to date is a systematic study that holistically analyzes how and why people associate specific temperatures with emotions. The present research aimed to investigate the associations between temperature concepts and emotion adjectives on both explicit and implicit levels. In Experiment 1, we evaluated explicit associations between twelve pairs of emotion adjectives derived from the circumplex model of affect, and five different temperature concepts ranging from 0°C to 40°C, based on responses from 403 native speakers of four different languages (English, Spanish, Japanese, Chinese). The results of Experiment 1 revealed that, across languages, the temperatures were associated with different regions of the circumplex model. The 0°C and 10°C were associated with negative-valanced, low-arousal emotions, while 20°C was associated with positive-valanced, low-to-medium-arousal emotions. Moreover, 30°C was associated with positive-valanced, high-arousal emotions; and 40°C was associated with high-arousal and either positive- or negative-valanced emotions. In Experiment 2 (N = 102), we explored whether these temperature-emotion associations were also present at the implicit level, by conducting Implicit Association Tests (IATs) with temperature words (cold and hot) and opposing pairs of emotional adjectives for each dimension of valence (Unhappy/Dissatisfied vs. Happy/Satisfied) and arousal (Passive/Quiet vs. Active/Alert) on native English speakers. The results of Experiment 2 revealed that participants held implicit associations between the word hot and positive-valanced and high-arousal emotions. Additionally, the word cold was associated with negative-valanced and low-arousal emotions. These findings provide evidence for the existence of temperature-emotion associations at both explicit and implicit levels across languages.

Multi-response approaches in product-focused investigations: Methodological variations across three case studies

Consumers' product experiences are increasingly uncovered using approaches that extend beyond acceptability and sensory perception. The present research is situated in this context and adopts a multi-response approach to jointly obtain attitudinal, conceptual, emotional, situational and/or sensorial evaluations. With the aim of greater methodological understanding, three case studies were conducted with samples in three product categories (fruit- and vegetable-based beverages (n = 10), seafood (n = 6) and chocolate (n = 7)) using consumers from New Zealand (n = 196), India (living in New Zealand) (n = 138) and China (n = 167), conducted in central location (CLT) or home-use test (HUT) settings. Showcasing this multi-response approach and demonstrating its versatility in product research is the main contribution of the research. Across the three case studies different combinations of response types and scaling formats were successfully used (including CATA (check-all-that-apply) questions, yes/no questions and rating scales), and it was also found that tasted foods and written stimuli (food names) served equally well as stimuli. The degree of liking or disliking for individual samples was a useful benchmark against which to interpret the other types of responses, and situational appropriateness, obtained as item-by-use (IBU) responses always contributed unique insights. Facial emoji to obtain product-emotion associations yielded less valuable insights than a conceptualisation task. As expected, and in accordance with the rationale for adopting a multi-response approach, the combination of response types yielded greater stimuli insights than would otherwise have been gained. This held for each of the three case studies and supported future applications using a multi-response approach that extends beyond many related initiatives by including four response types in each case study.