Emotional response measurement consumers

Finally, rapid profiling techniques may be adapted to go beyond sensory description and measure consumer responses linked to expectations, emotions, evocations, images, lifestyles, etc. Most recent developments in this direction are very promising. 

Insights into measuring emotional response in sensory and consumer research... 

This chapter begins with a general definition of emotion and discussion of the importance of measuring emotion in sensory and consumer research. General approaches that are used to measure emotions are briefly laid out. Some of the verbal self-report emotion lexicons described in the current literature, and their applications in the sensory and consumer fields, are reviewed. The aufhors will also discuss how consumer emotional responses can be related to the output of sensory descriptive analysis. Finally, some unresolved issues in verbal self-report emotion measurement and topics for future research are discussed. 

However, to the authors knowledge, not many attempts can be found in the current sensory field to identify the relationship between sensory properties of food and consumer emotional response. Indeed, it might be commercially sensitive for companies to publish such findings. Thomson et al. (2010) were probably among the few in the current sensory arena who have attempted to demonstrate the relationship between sensory attributes and consumers conceptualizations by identifying which of the sensory attributes in commercial chocolate, measured by quantitative descriptive analysis (QDA), evoked which conceptual response in consumers. For example, cocoa flavour (sensory attribute) was found to evoke energetic and powerful conceptualizations in consumers. 

Ng M., Chaya C. and Hort J. (2013a) Beyond liking Comparing the measurement of emotional response using EsSense Profile and consumer defined check-all-that-apply methodologies. Food Quality and Preference 28 193-205. 

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