The Impact of Mood, Familiarity, Acceptability, Sensory Characteristics and Attitude on Consumers’ Emotional Responses to Chocolates †
Abstract
:1. Introduction
2. Theoretical Background
2.1. Emotional Response
2.2. Measuring Emotional Response
2.3. Sensory Characteristics
2.4. Linking Emotions to Sensory Characteristics
2.5. Consumer Behaviour
2.6. Mood as a Consumer Variable
2.7. Familiarity as a Consumer Variable
2.8. Acceptability as a Consumer Variable
2.9. Attitude as a Consumer Variable
2.10. Sensory Properties and Emotional Response
3. Materials and Methods
3.1. Selection of Sensory Characteristics and Chocolate Samples
3.2. Chocolate Sample Presentation
- (1)
- the three chocolate samples;
- (2)
- a 330 mL bottle of still mineral water;
- (3)
- three Carrs water biscuits (weighing 8 g per biscuit, thus 24 g of biscuits was provided), sealed in a zip-lock bag, one to be consumed before the first, second and third chocolate sample was assessed.
- (4)
- storage instructions (as to not compromise sample quality and integrity); and
- (5)
- a reminder of the questionnaire instructions (such as the use of palate cleansers and the request to complete the questionnaire in one sitting).
3.3. Questionnaire
3.4. Data Collection
3.5. Research Setting
3.6. Respondents
3.7. Data Analysis
4. Results
4.1. Mean Scores
4.2. Factor Loadings, p-Values and Cronbach’s Alpha
4.3. Correlations
4.3.1. Mood
4.3.2. Familiarity
4.3.3. Acceptability
4.3.4. Attitude
4.4. Regression
5. Discussion
5.1. Value of the Study
5.2. Limitations and Recommendations
6. Conclusions
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
Appendix A
Questionnaire | ||
Section 1: Mood (0 = Not at all; 1 = Slightly; 2 = Moderately; 3 = Very; 4 = Extremely) Please complete the below questionnaire by ticking the appropriate box for each adjective, to give an indication of your mood at the moment. Please work quickly and do not think too long about the answer. | ||
Wide awake. Relaxed. Depressed. Friendly. Anxious. Clumsy. Cheerful. Drowsy. Aggressive. Clear-headed. Well-coordinated. Confused. | ||
Section 2: Familiarity (1 = Daily; 2 = Weekly; 3 = Monthly; 4 = Once a year/rarely; 5 = Never) Please indicate how often you consume the following types of chocolates. | ||
Segment Alfajores (Sandwich biscuit with chocolate centre or covered biscuits). Bagged selflines/softlines (Small identical items such as chocolate buttons). Standard boxed assortments (Bite size chocolates, often with fillings). Twist wrapped miniatures (Miniature versions of chocolate bars, wrapped). Chocolates with toys. Countlines (Chocolate bars). Seasonal chocolate. Filled tablets (slabs). (With a soft filling or hard pieces such as biscuits, nuts, mint). Plain dark tablets (slabs). Plain milk tablets (slabs). Plain white tablets (slabs). | Examples (Brand names not included due to ethical reasons) | |
Section 3: Acceptability (3 chocolate samples) Please indicate which below statement you agree with for each sample (select one). I would eat this chocolate every opportunity I had. I would eat this very often. I would frequently eat this. I like this and would eat it now and then. I would eat this if available but would not go out of my way. I do not like it but would eat it on occasion. I would hardly ever eat this. I would eat this only if there were no other food choices. I would eat this only if I were forced to. | ||
Section 4: Sensory characteristics (0 = Not at all; 1 = Slightly; 2 = Moderately; 3 = Very; 4 = Extremely) In the cooler bag you will find (three) samples of chocolate. Each sample is marked with a 3-digit code. Please ensure that the code on the sample matches the code on the survey when answering the questions. Please cleanse your palate before you start and in between each sample by drinking some of the water and eating one of the biscuits provided. Please taste sample xxx and then review below characteristics and definitions of the properties of the product you have just tasted. Please indicate how intensely you experienced each sensory property in the product. | ||
Descriptor | Definition | Reference |
Appearance | N/A | |
1. Gloss | The amount of light reflected from the surface | |
Aroma | Confectionary and sweets | |
2. Sweet | Aroma characteristic of sweet products | |
Flavour | ||
3. Bitter | Taste of aloe, caffeine and hop bitters | Coffee, aloe juice, tonic water |
4. Burnt | Flavour of overheated or scorched starch or sugar | Burnt sugar, burnt toast |
5. Cocoa powder | Brown, sweet often bitter flavour | Cocoa beans, cocoa powder |
6. Coffee | Flavour of coffee and coffee beans | Coffee power, coffee beans |
7. Milky | Flavour associated with milk and milk products | Milk and cultured dairy products |
8. Sweet | Taste delivered by sugar | Sucrose, fructose, artificial sweeteners |
9. Cocoa powder | Brown, sweet often bitter flavour | Cocoa beans, cocoa powder |
10. Vanilla | Flavour of vanilla | Vanilla pods, vanilla essence |
Mouthfeel | N/A | |
Adherence | The amount that sticks to tooth surfaces | |
11. Creaminess | Resembles the consistency of cream | N/A |
Melting | The length of time for it to melt in the mouth | N/A |
12. Mouthcoating | The amount of film or coating left on mouth surfaces | N/A |
13. Milky | Flavour associated with milk and milk products | N/A |
Aftertaste | ||
14. Bitter | Aftertaste delivered by substances such as quinine, caffeine and hop bitters | Coffee, aloe juice, tonic water |
Section 5: Emotional response (0 = Not at all; 1 = Slightly; 2 = Moderately; 3 = Very; 4 = Extremely Please taste sample xxx and then review below characteristics of how the product makes you feel. Please rate how intensely you experience these emotions when eating the product. | ||
Active. Adventurous. Aggressive. Bored. Calm. Disgusted. Enthusiastic. Free. Good. Good-natured. Guilty. Happy. Interested. Joyful. Loving. Mild. Nostalgic. Pleasant. Satisfied. Secure. Tame. Understanding. Warm. Wild. Worried. | ||
Section 6: Attitude (1 = Strongly agree; 2 = Agree; 3 = Neither agree nor disagree; 4 = Disagree; 5 = Strongly disagree) Please indicate how much you agree or disagree with the below statements about chocolate in general. | ||
I eat chocolate to cheer me up when I am down. My desire for chocolate often seems overpowering. I feel unattractive after I have eaten chocolate. I often feel sick after eating chocolate. I eat chocolate as a reward when everything is going really well for me. I am often on one kind of diet or another. The thought of chocolate often distracts me from what I am doing (e.g., watching TV). I usually find myself wanting chocolate during the afternoon. I consider chocolate to be high in fat and of poor nutritional value. After eating chocolate I often wish I had not. I feel guilty after eating chocolate. I eat chocolate only when I am hungry. Chocolate often preys on my mind. I feel unhealthy after I have eaten chocolate. I always look at the kilojoule value of a chocolate snack before I eat it. If I resist the temptation to eat chocolate I feel more in control of my life. Nothing else but chocolate will satisfy my chocolate cravings. Even when I do not really want any more chocolate I will often carry on eating it. I eat chocolate to keep my energy levels up when I am doing physical exercise I eat more chocolate in the winter when it is colder. I often go into a shop for something else and end up buying chocolate. I feel depressed and dissatisfied with life after eating chocolate. I often eat chocolate when I am bored. I like to indulge in chocolate. |
Appendix B
Acceptability | Positive Emotions | Negative Emotions | |
---|---|---|---|
Chocolate 1 | 4.8 | 1.46 | 0.65 |
Chocolate 2 | 4.5 | 1.37 | 0.60 |
Chocolate 3 | 3.4 | 1.92 | 0.25 |
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Demographic Profile | Percentage of Respondents (%) | Number of Respondents (n) |
---|---|---|
Gender | ||
Male | 26 | 38 |
Female | 74 | 111 |
Age in years | ||
18–29 | 23 | 34 |
30–39 | 37 | 55 |
40–49 | 26 | 38 |
50–59 | 9 | 14 |
>60 | 5 | 8 |
Highest level of education | ||
Grade 12 | 13 | 19 |
Diploma/Certificate | 33 | 49 |
Degree | 22 | 32 |
Post-graduate degree | 33 | 49 |
Construct | Item Description | Mean Score | Factor Loading | p-Value | α |
---|---|---|---|---|---|
Mood | Positive mood | 2.22 | 0.668 | ** | 0.717 |
Negative mood | 1.20 | 0.671 | ** | ||
Familiarity | Small chocolates | 1.38 | 0.644 | ** | 0.745 |
Large chocolates | 1.73 | 0.571 | ** | ||
Acceptability | Acceptability | 4.23 | 0.842 | ** | |
Attitude | Negative | 2.33 | 0.672 | ** | 0.748 |
Emotional | 3.01 | 0.690 | ** | ||
Functional | 2.20 | 0.679 | ** | ||
Obsession | 2.78 | 0.514 | ** | ||
Sensory characteristics | Sensory sweetness | 1.76 | 0.693 | ** | 0.730 |
Sensory bitterness | 0.95 | 0.532 | ** | ||
Emotional response | Positive emotion | 1.52 | 0.793 | ** | 0.774 |
Negative emotion | 0.49 | 0.589 | ** |
Chocolate 1 (Diabetic) | Chocolate 2 (Premium) | Chocolate 3 (Mainstream) | |||||||
---|---|---|---|---|---|---|---|---|---|
Positive Emotion | Negative Emotion | Guilty | Positive Emotion | Negative Emotion | Guilty | Positive Emotion | Negative Emotion | Guilty | |
Mood | |||||||||
Positive mood | 0.081 | −0.038 | 0.066 | 0.114 | −0.011 | −0.054 | 0.245 ** | −0.083 | 0.017 |
Negative mood | 0.044 | 0.082 | 0.123 | 0.038 | 0.138 | 0.335 ** | 0.106 | 0.114 | 0.218 * |
Familiarity | |||||||||
Small chocolate format | 0.041 | 0.029 | 0.091 | 0.209 * | −0.145 | 0.145 | 0.272 ** | −0.119 | 0.075 |
Large chocolate format | 0.135 | 0.032 | 0.028 | 0.232 ** | −0.103 | 0.062 | 0.231 ** | −0.095 | 0.058 |
Acceptability | 0.463 ** | −0.460 ** | 0.057 | 0.010 | 0.081 | 0.057 | 0.094 | −0.057 | −0.077 |
Attitudes | |||||||||
Emotional Attitude | 0.073 | 0.070 | 0.005 | 0.086 | 0.060 | 0.150 | 0.206 * | −0.018 | 0.103 |
Obsession Attitude | 0.119 | 0.163 | −0.020 | 0.132 | 0.091 | 0.050 | 0.214 * | −0.081 | 0.024 |
Negative Attitude | −0.199 | 0.036 | 0.230 ** | −0.258 | 0.278 | 0.299 ** | −0.092 | 0.136 | 0.309 ** |
Functional Attitude | 0.047 | 0.007 | −0.058 | 0.095 | −0.001 | 0.099 | 0.117 | −0.014 | −0.062 |
Dependent Variable | R2 | R2 adj. | Independent Variable | |
---|---|---|---|---|
Sensory Sweetness | Sensory Bitterness | |||
Beta (β) Coefficient | Beta (β) Coefficient | |||
Chocolate 1 (Diabetic) | ||||
Positive emotion | 10.8% | 9.5% | 0.481 ** | −0.183 |
Negative emotion | 25.2% | 24.1% | −0.378 ** | 0.330 ** |
Chocolate 2 (Premium) | ||||
Positive emotion | 7.7% | 6.4% | 0.132 | 0.427 ** |
Negative emotion | 1.6% | 0.0% | 0.040 | 0.123 |
Chocolate 3 (Mainstream) | ||||
Positive emotion | 2.7% | 1.3% | 0.032 | 0.213 |
Negative emotion | 3.5% | 2.0% | 0.098 | 0.061 |
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Mielmann, A.; Le Roux, N.; Taljaard, I. The Impact of Mood, Familiarity, Acceptability, Sensory Characteristics and Attitude on Consumers’ Emotional Responses to Chocolates. Foods 2022, 11, 1621. https://doi.org/10.3390/foods11111621
Mielmann A, Le Roux N, Taljaard I. The Impact of Mood, Familiarity, Acceptability, Sensory Characteristics and Attitude on Consumers’ Emotional Responses to Chocolates. Foods. 2022; 11(11):1621. https://doi.org/10.3390/foods11111621
Chicago/Turabian StyleMielmann, Annchen, Neoline Le Roux, and Innike Taljaard. 2022. "The Impact of Mood, Familiarity, Acceptability, Sensory Characteristics and Attitude on Consumers’ Emotional Responses to Chocolates" Foods 11, no. 11: 1621. https://doi.org/10.3390/foods11111621