An Exploratory Study on the Development of a Pure Dairy Product Emotion Scale (PDPES): A Study of Milk Consumers in China.

Emotions evoked by food are an important factor that strongly influences the predictive power of consumer acceptance and consumption behavior when choosing food. The emotion questionnaire is an efficient measurement tool that describes the emotions evoked by different foods on the market. However, there is rarely a list of emotion terms for specific foods, such as the pure dairy products on the market. The aim of this study was to develop an emotion scale to measure emotion responses for pure dairy products and to investigate its application in consumer testing. A total of 1340 Chinese subjects (67% female, 18~45 years old, consumers of pure milk) participated in the study. The study began with the screening and identifying of emotion terms for pure dairy products and developed a proposed pure dairy product Emotion Scale (P-PDPES) with 50 emotion terms. Subsequently, the structure and emotion terms of the P-PDPES were determined using EFA and a final pure dairy product Emotion Scale (PDPES) with 33 emotion terms was obtained. The results showed that the PDPES has good validity and reliability. Moreover, the PDPES was used in a consumer test to describe the emotions towards the commercial pure dairy products. This PDPES discriminated well the emotions evoked by different pure dairy products and also indicated a good relationship between the model factors and the liking scores of milk products. To summarize, PDPES is a suitable measurement tool for assessing the emotions to pure dairy products.