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Sensory drivers of product-elicited emotions are moderated by liking: Insights from consumer segmentation

机译：喜欢的产品引发情绪的感官驱动程序是通过喜欢的：消费者细分的见解

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摘要

The important role of emotions in consumers' food-related decisions motivate ongoing research in this domain, and in the present research attention was directed to an area that remains under-investigated: identifying sensory drivers of product-elicited emotions. Assuming that product-elicited emotions depend on the value individuals attach to the sensory characteristics of products, liking was expected to moderate the sensory drivers of emotions. This motivated an exploration of differences in the emotional associations of consumer groups with different preference patterns, as well as the sensory drivers of product-elicited emotions. Across four studies (123-192 consumers per study), using different product categories, emotion questionnaire variants and consumer populations, support for three hypotheses was established: i) consumers with different preference patterns did not largely differ in how they described the sensory characteristics of products, but they differed in their emotional associations, and differences between segments with different liking patterns were larger for emotional product associations than for sensory product perceptions (H1), ii) differences in the emotional associations depended on the size of the difference in liking between the two groups, although some differences in the emotional associations of samples with similar liking scores were also established (H2), and iii) many of the sensory drivers of emotions differed between consumer segments with different preference patterns (H3). The latter has not previously been demonstrated in this level of detail and supports the growing recognition of segmentation analysis in product-focused consumer research.
机译：情绪在消费者的食物相关决策中的重要作用激发了该领域的持续研究，在目前的研究中，注意力被引导到仍然被调查的区域：识别产品引发情绪的感官驱动因素。假设产品引发的情绪取决于价值的个人附加到产品的感官特征，希望预计会使情感的感官驱动因素中断。这激发了对不同偏好模式的消费者群体情绪联想的差异探讨，以及产品引发情绪的感官驱动因素。在四项研究中（每项研究123-192个消费者），使用不同的产品类别，情感调查问卷变体和消费者人口，建立了三个假设的支持：i）具有不同偏好模式的消费者在它们对所谓的感官特征上的表现不大不同产品，但它们的情绪协会不同，与情绪产品关联的不同喜好模式的分段差异比感官产物关联（H1），II）情绪协会的差异取决于所在差异的差异两组，虽然还建立了具有类似喜理评分的样本的情绪关联的一些差异（H 2），并且III）许多情感驱动因素不同的偏好模式（H3）之间的消费者段之间不同。后者以前尚未以这种细节证明，并支持在以产品为中心的消费研究中越来越识别分割分析。

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