*4.3. Multivariate Analysis of Hedonic and Facial Expression*

Based on the Pearson correlation coefficient, familiarity influenced the overall liking of the product significantly. Similar findings were reported in earlier studies of meat [72,73], cheese [74], teas [75] and spirulina-filled pasta [76]. The effect of familiarity on consumers' preferences of the product also varies with socio-demographic factors [74] as well as cross-culturally [58]. Consumers feel more comfortable with the acquainted brands with which they are satisfied rather than exploring a new one. Familiarity and liking also affect the hedonic ratings of the sensory attributes (taste/flavour, aroma, texture, appearance, sweetness and bitterness) [75], as in the present study, the consumers gave higher liking ratings to the beverage product having familiar sensory attributes. In the case of implicit emotions, the emotion "anger" had been negatively correlated to sweetness and aftertaste. The participants felt less the negative emotion "anger" due to the sweetness and aftertaste of the product. Sweet foods elicited more positive emotions as compared to negative emotions in a previous study [77]. Overall, the results obtained from the self-reported and implicit reactions which provide meaningful insights to understand the differences in energy drinks. Thus, the correlation between emotions and sensory attributes can help food innovators to launch a promising product in a competitive market.
