Measuring emotional response to beer in context using...
Transcript of Measuring emotional response to beer in context using...
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Measuring emotional response to beer in context using evokedscenarios
Prof Joanne HortSABMiller Chair of Sensory Science (UoN)Rocio Dorado (UoN & TUM)Amparo Tarrega (UoN)Carolina Chaya (TUM)
Dorado et al (2016) Food Quality and Preference
Technical University of Madrid
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Why measure emotional response?
It goes beyond ‘liking’ (e.g. Ng et al 2013, Chaya et al 2015a, 2015b)Gives deeper insights into consumer relationships with beer
Product A Product B
Equally likedDifferent emotional response
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Measuring Consumer Response
• What is the correct context for measuring emotional response?
Situational Fallacy? (Koster, 2003)
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‘Scenarios’
• What is a scenario?
– Text or photo/props encouraging a particular occasion/context to be imagined whilst evaluating products
• (e.g. Koster 2003, Hersleth et al 2012, Jaeger and Meiselman2004, Hein et al 2010, Lusk et al 2015)
• Remembered or imagined events evoke emotions (Piqueras-Fiszman & Jaeger, 2014a, 2014b)
• Scenarios can be
– Predefined
• Do all consumers identify with the scenario? (Piqueras-Fiszman & Jaeger, 2015)
– Freely elicited
• Subjects define their own relevant scenario. Variation?
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Research Question?
• What effect does the use of a freely elicited scenario have on the emotional response profile of beer?
– Is the effect the same on liking scores?
• What is the relative contribution of
i) the scenario
ii) the product
…to the emotional response profile of beer
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Methods
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Participants and Products
• Participants
– 100 without scenario (18-51yr, 60F)
– 100 with scenario (18-50yr, 62F)
• Products
– 5 commercial lagers P1-P5representative of mainstreamlager market served at twotemperatures
http://www.bing.com/images/search?q=bottle+lager&view=detailv2&&id=7950D73FEA75008AB0FFEC4503C0CFD5B983B69F&selectedIndex=40&ccid=fn0a0tAU&simid=608001373838182903&thid=OIP.M7e7d1ad2d014b72672a8baf4c5290ea4o0http://www.bing.com/images/search?q=bottle+lager&view=detailv2&&id=7950D73FEA75008AB0FFEC4503C0CFD5B983B69F&selectedIndex=40&ccid=fn0a0tAU&simid=608001373838182903&thid=OIP.M7e7d1ad2d014b72672a8baf4c5290ea4o0http://www.bing.com/images/search?q=bottle+lager&view=detailv2&&id=7950D73FEA75008AB0FFEC4503C0CFD5B983B69F&selectedIndex=40&ccid=fn0a0tAU&simid=608001373838182903&thid=OIP.M7e7d1ad2d014b72672a8baf4c5290ea4o0http://www.bing.com/images/search?q=bottle+lager&view=detailv2&&id=7950D73FEA75008AB0FFEC4503C0CFD5B983B69F&selectedIndex=40&ccid=fn0a0tAU&simid=608001373838182903&thid=OIP.M7e7d1ad2d014b72672a8baf4c5290ea4o0http://www.bing.com/images/search?q=bottle+lager&view=detailv2&&id=7950D73FEA75008AB0FFEC4503C0CFD5B983B69F&selectedIndex=40&ccid=fn0a0tAU&simid=608001373838182903&thid=OIP.M7e7d1ad2d014b72672a8baf4c5290ea4o0http://www.bing.com/images/search?q=bottle+lager&view=detailv2&&id=7950D73FEA75008AB0FFEC4503C0CFD5B983B69F&selectedIndex=40&ccid=fn0a0tAU&simid=608001373838182903&thid=OIP.M7e7d1ad2d014b72672a8baf4c5290ea4o0http://www.bing.com/images/search?q=bottle+lager&view=detailv2&&id=7950D73FEA75008AB0FFEC4503C0CFD5B983B69F&selectedIndex=40&ccid=fn0a0tAU&simid=608001373838182903&thid=OIP.M7e7d1ad2d014b72672a8baf4c5290ea4o0http://www.bing.com/images/search?q=bottle+lager&view=detailv2&&id=7950D73FEA75008AB0FFEC4503C0CFD5B983B69F&selectedIndex=40&ccid=fn0a0tAU&simid=608001373838182903&thid=OIP.M7e7d1ad2d014b72672a8baf4c5290ea4o0http://www.bing.com/images/search?q=bottle+lager&view=detailv2&&id=7950D73FEA75008AB0FFEC4503C0CFD5B983B69F&selectedIndex=40&ccid=fn0a0tAU&simid=608001373838182903&thid=OIP.M7e7d1ad2d014b72672a8baf4c5290ea4o0http://www.bing.com/images/search?q=bottle+lager&view=detailv2&&id=7950D73FEA75008AB0FFEC4503C0CFD5B983B69F&selectedIndex=40&ccid=fn0a0tAU&simid=608001373838182903&thid=OIP.M7e7d1ad2d014b72672a8baf4c5290ea4o0
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Beer Emotion Lexicon (Eaton et al, 2015)
Category Associated Terms
Shock Alarmed/Cheated/Confused/Overwhelmed/Shocked/Strange Weird
Bored Bored
Content Calm/Comfortable/Comforted/Content/Enjoyment/Good/Happy/Nice/Pleasant/Pleased/Relaxed/Satisfied
Excitement Enthusiastic/Excited/Fulfilled/Fun/Impressed/InterestedOptimistic/Pleasantly surprised/Want/Warm
Nostalgic Desirous/Nostalgic/Relieved
Disconfirmed Disappointed/Dissatisfied/Unpleasantly surprised
Disgusted Disgusted/Horrible/Repulsed/repelled/unpleasant
Tame Tame/Safe
Underwhelmed Underwhelmed
Curious Curious
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Consumer Response – without scenario
• Consumers attended two 30 min sessions
– Served with a dummy sample (P3) followed by 5 samples in each session
– Presentation order of emotions randomised across subjects but remained constant within a subject
– Assessed emotion categories and then liking on continuous line scales converted to score out of 10
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Towards Scenarios…
• Frequency of emotional terms was higher when dimensions of location,social setting and time were in the narrative
Describe an occasion when you drink beer
With a scenario condition (n=100)• Check all that Apply Warm up questions:
– E.g. When I am drinking a beer I am usually…
• In a pub
• In a crowded place e.g. festival
• At home
• At a friends house
• Other (specify)
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Consumer Response – with a scenario
Think about an occasion when you were having a beer. Clearly imagine you are experiencing this occasion. Now write down a detailed description of the occasion you are imagining. Please take your time and provide a description of the occasion that is as complete as possible.
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Consumer Response – with a scenario
I went to the cinema with my boyfriend and we had a pint at the bar before the film. The beer put me in a good mood and made me excited for the film. We were surrounded by lots of other people drinking and there was a live band so everybody was chatting and enjoying themselves and there was a good atmosphere. The beer enhanced my good mood and made me feel happy…It helped me relax and unwind.
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10 most popular words in scenarios (NVivo)
BeerFr
ien
ds Drink
Pu
bFeel Aro
un
dHappyRelaxing
Talk
ing
Evening
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Consumer Response – with a scenario
• Consumers attended two 30 min sessions
• Subjects followed the same experimental protocol as ‘without scenario’ subjects but given a copy of their scenario and asked to ‘keep this in mind’ whilst scoring the beer samples
Before assessing samples they were asked to indicated their expected response to a lager beer in their particular context
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Data Analysis
• NVivo 10 software (QSR International) to mine word frequency in Scenario texts
• Dummy sample data discarded
• ANOVA applied to investigate effect of scenario and product discrimination
• T-tests applied to compare expected response to with, and without scenario responses
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RESULTS
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Product discrimination – No Scenario
• 7 out of 10 emotion categories discriminated across the beers (p
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Product discrimination – With Scenario
• Again same 7 out of 10 emotion categories discriminated across the beers (p
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• Using a scenario had a significant effect on mean scores (p0.05)
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Expected emotional response in scenario
Expect high intensity scores for positive emotions, low intensity scores for negative emotions
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MEA
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SD
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Expected ‘v’ without scenario emotional response
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P1 Without scenario
ExpectedFor product P1 positive emotions were scored much lower than expected and negative emotions scored better then expected without a scenario
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*Difference between ‘expected’ & ‘without scenario’ (p
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Emotional response in all contexts (P1)
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Scenario alone
P1 With scenario
P1 Without scenarioWith a scenario positive emotions for P1 partially assimilate towards expectation. Not a big difference for negative emotions.
Expected
†Difference between ‘expected’ & ‘with scenario’ (p
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Emotional response in all contexts (P5)
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Scenario alone
P5 With scenario
P5 Without scenario
Less assimilation towards expectation with scenario for positive emotions. Again little difference for negative emotions.
Expected
Profiles for P5
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Comparison of Liked and disliked products
Disconfirmation between actual and expected emotional response observed for both liked and disliked products in no scenario condition. This is much higher for unliked products.
With a scenario assimilation to expectation is almost complete for liked products.
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With scenario
Scenario Alone
Without scenario
Expected
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Data where liking scores ≥6 Data where liking scores ≤4
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Summary
• Scenarios effect level of emotional response (and discrimination).
• Positive emotions are enhanced and negative emotions reduced
• How excited can you feel in a sensory booth?
• Scenario did not affect level of liking but did increase discrimination
• Scenario clearly impacts emotional response but sensory properties of the beer also modulate response
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Closing remarks
• Clear evidence that taking into account beer drinking scenario effects emotional response.
• Emotional response should be measured in context
• Evoked scenarios take the respondent a step closer to the real situation.
• Next step: how different are evoked scenarios to real context?
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Any questions?
Acknowledgements go to SABMiller for provision on the beer samples for this study