Abigail Salgado , Bruno Moreira-Leite , Paulina Mata , Anabela Afonso , Paulo Infante
{"title":"Chocolates enriched with seaweed: Emotional data and its combination with sensory data for products profiling and consumer segmentation","authors":"Abigail Salgado , Bruno Moreira-Leite , Paulina Mata , Anabela Afonso , Paulo Infante","doi":"10.1016/j.ijgfs.2024.100955","DOIUrl":null,"url":null,"abstract":"<div><p>Sensory and emotional profiling by consumers are tools used by scientists and companies to get a deeper level of understanding about product experiences and the variables which drive and motivate food choice. The work described in this publication is part of a broader study which aimed the development of three different types of chocolate enriched with seaweeds and its characterization for potential use in gastronomy by outlining their sensory profiles (results already published) and exploring product elicited emotion. Through binary logistic regression models, two different product-characterization and consumer segmentation profile were developed, one emotional profiles, and one combined sensory and emotional profile. Results show that the less familiar samples (described with sensory attributes unusual to chocolate, such as <em>astringent</em>, <em>marine</em>/<em>ocean smell</em> and <em>vegetable</em> flavour notes) are linked to emotional states associated with higher levels of arousal (as <em>stimulated</em>, <em>adventurous</em>, <em>disgusted,</em> and not being <em>calm</em>); whereas the most familiar sample tends to distance itself from active emotion dimensions (<em>stimulated</em> and <em>enthusiastic</em>) and is linked to emotions distant from the arousal pole (as <em>satisfied</em>). By complementing hedonic and sensory data with emotional variables, it was possible to attain a more detailed differentiation of products, which was further enhanced by the consumer-segmentation profiles. Several emotional associations linked to acceptability were uncovered – as good, satisfied, enthusiastic, or stimulated –, with satisfied appearing to be particularly discriminating among consumer-segments exhibiting larger between-segment discrepancies in liking.</p><p>This study provides interesting insights for product development which can be useful to align products with the brand message and define possible marketing strategies.</p></div>","PeriodicalId":48594,"journal":{"name":"International Journal of Gastronomy and Food Science","volume":null,"pages":null},"PeriodicalIF":3.2000,"publicationDate":"2024-05-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Gastronomy and Food Science","FirstCategoryId":"97","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S1878450X2400088X","RegionNum":2,"RegionCategory":"农林科学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"FOOD SCIENCE & TECHNOLOGY","Score":null,"Total":0}
引用次数: 0
Abstract
Sensory and emotional profiling by consumers are tools used by scientists and companies to get a deeper level of understanding about product experiences and the variables which drive and motivate food choice. The work described in this publication is part of a broader study which aimed the development of three different types of chocolate enriched with seaweeds and its characterization for potential use in gastronomy by outlining their sensory profiles (results already published) and exploring product elicited emotion. Through binary logistic regression models, two different product-characterization and consumer segmentation profile were developed, one emotional profiles, and one combined sensory and emotional profile. Results show that the less familiar samples (described with sensory attributes unusual to chocolate, such as astringent, marine/ocean smell and vegetable flavour notes) are linked to emotional states associated with higher levels of arousal (as stimulated, adventurous, disgusted, and not being calm); whereas the most familiar sample tends to distance itself from active emotion dimensions (stimulated and enthusiastic) and is linked to emotions distant from the arousal pole (as satisfied). By complementing hedonic and sensory data with emotional variables, it was possible to attain a more detailed differentiation of products, which was further enhanced by the consumer-segmentation profiles. Several emotional associations linked to acceptability were uncovered – as good, satisfied, enthusiastic, or stimulated –, with satisfied appearing to be particularly discriminating among consumer-segments exhibiting larger between-segment discrepancies in liking.
This study provides interesting insights for product development which can be useful to align products with the brand message and define possible marketing strategies.
期刊介绍:
International Journal of Gastronomy and Food Science is a peer-reviewed journal that explicitly focuses on the interface of food science and gastronomy. Articles focusing only on food science will not be considered. This journal equally encourages both scientists and chefs to publish original scientific papers, review articles and original culinary works. We seek articles with clear evidence of this interaction. From a scientific perspective, this publication aims to become the home for research from the whole community of food science and gastronomy.
IJGFS explores all aspects related to the growing field of the interaction of gastronomy and food science, in areas such as food chemistry, food technology and culinary techniques, food microbiology, genetics, sensory science, neuroscience, psychology, culinary concepts, culinary trends, and gastronomic experience (all the elements that contribute to the appreciation and enjoyment of the meal. Also relevant is research on science-based educational programs in gastronomy, anthropology, gastronomic history and food sociology. All these areas of knowledge are crucial to gastronomy, as they contribute to a better understanding of this broad term and its practical implications for science and society.