Objective emotional assessment of tactile hair properties and their modulation by different product worlds

Tactile properties of cosmetic products constitute weak stimuli and thus can be expected to be easily modified by mental images. In order to enhance an intended positive-emotion-inducing effect of such a product, its experience can be embedded in a certain 'world' that generates a positive emotional imagination. The present study investigated such an influence in 12 males and 12 females, half of each being laymen and experts in sensory assessment. Two product worlds (emotional and technical) and three different hair samples, two of them treated with different shampoos and an untreated one as control, were presented to each subject in counter-balanced order of all six combinations. An objective emotional assessment using a psychophysiological technique developed in an earlier study was applied and compared with a traditional sensory assessment. Among the physiological measures, peripheral blood volume and facial muscular activity were the most sensitive in revealing effects of and interactions between the product worlds and hair samples. A multivariate evaluation of the physiological data revealed three discriminant functions that explained 78.4% of the total variance and enabled a re-classification considerably better than chance. The first discriminant function clearly separated the treated from the untreated hair samples which was not possible by subjective ratings or traditional sensory assessment. The two other discriminant functions comprised a hedonistic and a product world factor. The emotional product world exerted the largest influence in case of the weakest tactile differences between the hair samples, and its influence was larger on laymen than on experts. Gender effects were most prominent in the subjective domain. In conclusion, multivariate psychophysiological methodology is superior to traditional sensory assessment in revealing subtle differences in the tactile perception of cosmetic products.