De Pelsmaeker, Sara

Dewettinck, Koen

Gellynck, Xavier

Januszewska, Renata

English

Ghent University Academic Bibliography

 Emotional consumers prefer  unusual flavours       Renata Januszewska1, Sara De Pelsmaeker1, Xavier Gellynck1, Koen Dewettinck2       1Ghent University, Department of Agricultural Economics, Coupure Links 653, Gent, Belgium       2Ghent University, Department of Food Safety and Food Quality, Coupure Links 653, Gent, Belgium      renata.januszewska@ugent.be, tel: +32 9 264 5930, fax: +32 9 264 6246, www.sensolab.be                                   Introduction  Final consumer decision-making process is linked to type of food product evaluated and it is influenced by consumers’ emotions.   AIM: To find out whether emotionally driven people have higher sensory preference for a new cookie with a strong and unusual rosemary flavour over a typical chocolate cookie.     Results 1. Emotional segments  1.1. Factor analysis              1.2. Cluster and discriminant analyses             2. Sensory liking of rosemary cookies      3. Willingness to buy and frequency of consumption  High-moods  indicate higher WTB scores for the cookie with rosemary  Frequency of consuming chocolate cookies is not relevant between segments  4. Emotional consumers’ profiles  75% of females belong to the high-moods segment  People with higher BMI are driven by negative feelings  Age, income and education are not relevant  Materials & methods   RESPONDENTS: 72 consumers in Flanders  PRODUCTS: •  two new chocolate cookies: one with a strong and one with no rosemary flavour •  one commercially available chocolate cookie  RESEARCH STEPS: • Segmentation  13-item version of the Emotional Eating scale is used for finding emotions-related segments (Van Strien et al. 1986)  measured on 5-point scales  • Sensory liking, WTB & eating frequency 7-point hedonic scale: overall liking for  colour, smell and taste 5-point scale for willingness-to-buy (WTB) 6-point scale for frequency of consuming cookies  • Socio-economic profiles of segments  gender, age, income, education, BMI  ANALYSIS:  Factor, cluster, discriminant analyses  one-way ANOVA  Reference: Van Strien, T., Frijters, J. E. R., Bergers, G. P. A. & Defares, P. B. (1986). The Dutch Eating Behavior Questionnaire (DEBQ) for assessment of restrained, emotional, and external eating behavior. International Journal of Eating Disorders, 5, 295–315               Conclusions  The Emotional Eating Scale allows to segment people into ‘high-moods’ and ‘low-moods’ groups.  High-moods are people who  are driven by both ‘negative feelings, such as depression, irritation, anger and fear’ and ‘loneliness and being bored’.  Women and those with higher body mass index are major representatives of ‘high-moods’.  A strong unusual rosemary flavour in the chocolate cookies is accepted only by the respondents belonging to the ‘high-moods’ segment.       Fourth European Conference on Sensory and Consumer Research   ‘A Sense of Quality’                   5-8 September 2010, Palacio Europa, Vitoria-Gasteiz, Spain, organised by University of Basque Country (UPV-EHU)  EMOTIONAL EATING SCALE (Van Strien et al., 1986)  Do you have a desire to eat when …? Factor 1 Negative feelings/depression, irritation, anger, fear Factor 2 Loneliness and being bored 1. … things are going against you or have gone wrong? 2. … you are anxious, worried or tense? 3. … you are cross? 4. … you are approaching something unpleasant to happen? 5. … somebody lets you down? 6. … you are frightened? 7. … you are irritated? 8. … you are disappointed? 9. … you are depressed or discouraged? 10. … you are emotionally upset? 0,857 0,816 0,781 0,761 0,724 0,700 0,672 0,659 0,651 0,650 0,319 0,006 0,319 0,224 0,462 0,002 0,449 0,447 0,538 0,516 11. … you have nothing to do? 12. … you are bored or restless? 13. … you are feeling lonely? 0,005 0,272 0,596 0,859 0,714 0,618  68% of total variance explained Overall liking High-moods Low-moods p-value Cookie without rosemary 551 3,97 4,08 0,572 Cookie with rosemary 986 4,53 3,08 0,052 Cookie commercial 173 3,79 3,92 0,564  High- moods Low- moods -2-1,5-1-0,500,511,522,5-2 -1,5 -1 -0,5 0 0,5 1 1,5 2 2,5Loneliness Negative feelings 

Emotional consumers prefer unusual flavours

https://biblio.ugent.be/publication/4123791/file/4123799

Emotional consumers prefer unusual flavours

Abstract

Similar works

Full text

Available Versions

Ghent University Academic Bibliography