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Influence of sensory attributes on consumers' emotions and hedonic liking of chocolate

Joachim Schouteten (UGent) , Sara De Pelsmaeker (UGent) , Joel Juvinal (UGent) , Sofie Lagast (UGent) , Koen Dewettinck (UGent) and Xavier Gellynck (UGent)
(2018) BRITISH FOOD JOURNAL. 120(7). p.1489-1503
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Organization
Abstract
Purpose: The purpose of this paper is to examine the influence of sensory attributes of milk chocolate on consumers' emotions and their hedonic ratings using three commercial brands of milk chocolate. Design/methodology/approach: Quantitative descriptive analysis by a trained panel (n=8) was performed to obtain the sensory evaluation of the samples. A group of 127 consumers evaluated the samples to indicate their hedonic ratings (nine-point hedonic scale) and emotions (EsSense Profile (R)). Findings: The sensory profiles for the three chocolate types showed clear differences. EsSense Profile (R) methodology revealed that each type of chocolate had a distinct emotional profile. The premium brand was associated with the highest number of positive emotions, whereas the traditional brand was associated with most of the negative emotions (bored, disgusted and worried). The drivers of liking were mainly positive and unclassified emotions. Also, gender differences in emotional profiling were found. Practical implications: This study illustrates that sensory and emotional measurements can contribute to a better understanding of consumers' hedonic liking. Moreover, gender differences found in emotional profiling should raise awareness that gender may lead to different emotional profiling. These gender differences are of interest to food companies, for instance, for food product development or marketing purposes. Originality/value: This study further contributes to the growing literature on emotions. By combining sensory evaluation by a trained panel and emotional profiling by consumers, this paper explores how combining these measurements can contribute to a better understanding of the drivers of liking for milk chocolate.
Keywords
DARK CHOCOLATE, MILK CHOCOLATE, FOOD CHOICE, MOOD, FAT, QUESTIONNAIRES, METHODOLOGIES, RESPONSES, STATE, Chocolate, Consumer, Sensory evaluation, Emotion, Check-all-that-apply, (CATA), Quantitative descriptive analysis (QDA)

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Citation

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MLA
Schouteten, Joachim, Sara De Pelsmaeker, Joel Juvinal, et al. “Influence of Sensory Attributes on Consumers’ Emotions and Hedonic Liking of Chocolate.” BRITISH FOOD JOURNAL 120.7 (2018): 1489–1503. Print.
APA
Schouteten, J., De Pelsmaeker, S., Juvinal, J., Lagast, S., Dewettinck, K., & Gellynck, X. (2018). Influence of sensory attributes on consumers’ emotions and hedonic liking of chocolate. BRITISH FOOD JOURNAL, 120(7), 1489–1503.
Chicago author-date
Schouteten, Joachim, Sara De Pelsmaeker, Joel Juvinal, Sofie Lagast, Koen Dewettinck, and Xavier Gellynck. 2018. “Influence of Sensory Attributes on Consumers’ Emotions and Hedonic Liking of Chocolate.” British Food Journal 120 (7): 1489–1503.
Chicago author-date (all authors)
Schouteten, Joachim, Sara De Pelsmaeker, Joel Juvinal, Sofie Lagast, Koen Dewettinck, and Xavier Gellynck. 2018. “Influence of Sensory Attributes on Consumers’ Emotions and Hedonic Liking of Chocolate.” British Food Journal 120 (7): 1489–1503.
Vancouver
1.
Schouteten J, De Pelsmaeker S, Juvinal J, Lagast S, Dewettinck K, Gellynck X. Influence of sensory attributes on consumers’ emotions and hedonic liking of chocolate. BRITISH FOOD JOURNAL. 2018;120(7):1489–503.
IEEE
[1]
J. Schouteten, S. De Pelsmaeker, J. Juvinal, S. Lagast, K. Dewettinck, and X. Gellynck, “Influence of sensory attributes on consumers’ emotions and hedonic liking of chocolate,” BRITISH FOOD JOURNAL, vol. 120, no. 7, pp. 1489–1503, 2018.
@article{8571188,
  abstract     = {Purpose: The purpose of this paper is to examine the influence of sensory attributes of milk chocolate on consumers' emotions and their hedonic ratings using three commercial brands of milk chocolate. 
Design/methodology/approach: Quantitative descriptive analysis by a trained panel (n=8) was performed to obtain the sensory evaluation of the samples. A group of 127 consumers evaluated the samples to indicate their hedonic ratings (nine-point hedonic scale) and emotions (EsSense Profile (R)). 
Findings: The sensory profiles for the three chocolate types showed clear differences. EsSense Profile (R) methodology revealed that each type of chocolate had a distinct emotional profile. The premium brand was associated with the highest number of positive emotions, whereas the traditional brand was associated with most of the negative emotions (bored, disgusted and worried). The drivers of liking were mainly positive and unclassified emotions. Also, gender differences in emotional profiling were found. 
Practical implications: This study illustrates that sensory and emotional measurements can contribute to a better understanding of consumers' hedonic liking. Moreover, gender differences found in emotional profiling should raise awareness that gender may lead to different emotional profiling. These gender differences are of interest to food companies, for instance, for food product development or marketing purposes. 
Originality/value: This study further contributes to the growing literature on emotions. By combining sensory evaluation by a trained panel and emotional profiling by consumers, this paper explores how combining these measurements can contribute to a better understanding of the drivers of liking for milk chocolate.},
  author       = {Schouteten, Joachim and De Pelsmaeker, Sara and Juvinal, Joel and Lagast, Sofie and Dewettinck, Koen and Gellynck, Xavier},
  issn         = {0007-070X},
  journal      = {BRITISH FOOD JOURNAL},
  keywords     = {DARK CHOCOLATE,MILK CHOCOLATE,FOOD CHOICE,MOOD,FAT,QUESTIONNAIRES,METHODOLOGIES,RESPONSES,STATE,Chocolate,Consumer,Sensory evaluation,Emotion,Check-all-that-apply,(CATA),Quantitative descriptive analysis (QDA)},
  language     = {eng},
  number       = {7},
  pages        = {1489--1503},
  title        = {Influence of sensory attributes on consumers' emotions and hedonic liking of chocolate},
  url          = {http://dx.doi.org/10.1108/BFJ-08-2017-0436},
  volume       = {120},
  year         = {2018},
}

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