Sensory lexicon development using trained panelists in Thailand and the United States: soy sauce

Twenty soy sauce products were presented to two sensory panels, one in Thailand and one in the U.S. Both panels had extensive training conducting descriptive sensory studies. Neither group had tested soy sauce previously; however, they had different familiarity with soy sauce. Each group separately evaluated samples during the same time period; then met, in Thailand, to compare and discuss their generated lexicons. Most attributes listed by each group of panelists provided similar definitions and references. Although, a few attributes were not used by one or the other panel because that term either does not exist in both languages (e.g., “cured” is not a term for the Thai panel), represented an uncommon characteristic (e.g., “roaches” for the American panel), or were complex concepts (e.g., “brown”), the panelists used references to assist their understanding of unclear attributes. After discussion, both panels agreed on 59 attributes with definitions and references for a soy sauce lexicon. The paper presents attributes in English and Thai

Effects of consumer characteristics and perceived attributes on perception of fragrances

Doctor of PhilosophyDepartment of Human NutritionEdgar Chambers IVUnderstanding how consumers perceive fragrances based on different aspects (e.g., hedonic, emotions, term association, expectation of functional benefit, and use occasion, etc.) can help product developers or marketers create the right product or message for consumers. The objective of this study was to understand how consumers from different demographic groups, personality types, and liking patterns responded to fragrance samples. Five masculine odorants were selected and evaluated by 240 consumers across the United States. Results demonstrated that consumers from different groups (classified based on age, gender, or personality) generally differentiated products similarly. However, consumers from different personality segments used the scales differently. That is, persons who were more open, extrovert, or agreeable tended to score higher than the others. Consumers associated the most liked odorants with terms such as clean, crisp, fresh, and natural. In addition, the most liked odorants increased positive emotions, tended to be used across the most occasions, were appropriate for most products, and raised expectations of functional benefits. In contrast, consumers associated the least liked samples with the terms heavy and bold and had negative responses to most items. Similar findings were found when analyses were conducted on consumers classifying based on liking patterns. Each consumer group liked specific odorants; however, the relationship between the most liked samples and the response variables were similar. Analysis results demonstrated that openness to experience was the only personality factor that influenced fragrance acceptance. Consumers from different demographic segments tended to like different fragrances. For example, men tended to like chypré smells, whereas younger consumers tended to like soft floral/powdery scents. One limitation of the study is the number and type of fragrances tested. It is possible that a different set of fragrances could have produced different results. However, the range of fragrances in this study was broad-based and generally covered the types of fragrances typically available in the marketplace

Hvordan bør produkter plasseres i en film eller tv-serie for å gi best mulig effekt på seeren?

Studien inngår i fagfeltet markedsføring, med fordypning i produktplassering. Gjennom problemstillingen: Hvordan bør produkter plasseres i en film eller tv-serie for å gi best mulig effekt på seeren (forbrukeren)? forsøker studien å svare på hvordan et produkt bør plasseres for å gi best mulig effekt – dette er informasjon som kan være svært nyttig for markedsføreren. Problemstillingen svares på gjennom de to dimensjonene hukommelse og holdninger, som måler to viktige aspekter ved effekten av produktplasseringen. Studien er en integrativ litteraturoversikt, og det blir gjennom portalen Oria definert syv artikler som utgjør studiens datasett. Gjennom grundig analyse av datasettet blir resultatene fremlagt og konklusjonen blir som følger: for forbedrede holdninger til produktet bør plasseringen være subtil i sterk handlingssammenheng, mens det for å bedre hukommelse rundt produktet bør plasseres som fremtredende i sterk handlingssammenheng.This integrative literature review tries to find an answer to the research question “How should a product be placed in a product placement to ensure the best effects on the consumer?”. To measure the effect, the study is focusing on brand attitude and memory – which is two important aspects of marketing. Through the web portal Oria, seven articles are identified, and later analyzed to answer the research questions. The study finds that to improve brand attitude the product should be placed as subtle in a strong plot connection, while to improve memory-effects the product should be placed as prominent in a strong plot connection

An initial lexicon of sensory properties for nail polish

OBJECTIVE: The objective of this study was to develop an initial lexicon for sensory properties of nail polish and to validate this lexicon using a descriptive analysis study of selected samples. METHODS: Seventeen commercial products from four categories (regular, flake-containing, water-based and gel) were used in this study. Descriptive sensory analysis was conducted in this study to characterize and evaluate application and removal properties of these nail polishes. Data was then processed by Analysis of Variance (ANOVA), Principal Component Analysis (PCA) and Pearson’s Correlation Coefficient analysis to explore the differences among samples and attributes. RESULTS: A lexicon of twenty-one sensory attributes was developed to describe the application of nail polish. It included three initial texture attributes, thirteen initial appearance attributes and five aroma attributes. A lexicon of five attributes in five stages was developed to describe the removal of nail polish. The results from ANOVA and PCA showed that attributes in the lexicon separated the different product categories. CONCLUSION: The results of this study indicated that descriptive sensory analysis can be used to evaluate nail polish. The results of this study present scientists who are working on nail polish an additional tool to describe application and removal properties of nail polish

Ethnic food awareness and perceptions of consumers in Thailand and the United States.

Purpose – The main purpose of the study was to determine the awareness towards ethnic foods made with traditional spices among U.S. and Thai consumers. Design/methodology/approach – Data on the awareness and use of ethnic cuisines and spices was collected from 100 consumers in a Midwestern university town in the United States and 100 consumers in Bangkok, Thailand. Consumers were also asked to identify ethnic spice blends by tasting spice blends in rice and they ranked the perceived health benefits of 15 ethnic cuisines. Findings – The results showed that more Thai consumers (94%) shop at ethnic grocery stores than US consumers (55%). Also, Thai consumers are more likely to consume ethnic foods from nearby countries, but US consumers have tried a greater variety of ethnic foods. Neither group generally was able to identify a cuisines based only on the spice flavors, although, Thai consumers were slightly better at doing so. Asian cuisines were perceived to have the greatest health benefits to both American and Thai consumers. Originality/value – The consumption of ethnic foods is on the rise around the world as consumers seek new food experiences and diversity in their diets. Manufacturers are using these traditional spices to convey an “ethnic” and “healthy” profile to their foods