*Article* **Differences in Hedonic Responses, Facial Expressions and Self-Reported Emotions of Consumers Using Commercial Yogurts: A Cross-Cultural Study**

**Mitali Gupta 1,2,\* , Damir D. Torrico <sup>3</sup> , Graham Hepworth <sup>4</sup> , Sally L. Gras 2,5 , Lydia Ong 2,5 , Jeremy J. Cottrell 1,2 and Frank R. Dunshea 1,2,6**


**Abstract:** Hedonic scale testing is a well-accepted methodology for assessing consumer perceptions but is compromised by variation in voluntary responses between cultures. Check-all-that-apply (CATA) methods using emotion terms or emojis and facial expression recognition (FER) are emerging as more powerful tools for consumer sensory testing as they may offer improved assessment of voluntary and involuntary responses, respectively. Therefore, this experiment compared traditional hedonic scale responses for overall liking to (1) CATA emotions, (2) CATA emojis and (3) FER. The experiment measured voluntary and involuntary responses from 62 participants of Asian (53%) versus Western (47%) origin, who consumed six divergent yogurt formulations (Greek, drinkable, soy, coconut, berry, cookies). The hedonic scales could discriminate between yogurt formulations but could not distinguish between responses across the cultural groups. Aversive responses to formulations were the easiest to characterize for all methods; the hedonic scale was the only method that could not characterize differences in cultural preferences, with CATA emojis displaying the highest level of discrimination. In conclusion, CATA methods, particularly the use of emojis, showed improved characterization of cross-cultural preferences of yogurt formulations compared to hedonic scales and FER.

**Keywords:** biometrics; Cochran's Q test; ethnic; plant; conscious; unconscious; check-all-that-apply; linear model; correspondence analysis
