Implicit and Explicit Consumer Perceptions of Cashews: A Neuroscientific and Sensory Analysis Approach

This study investigated consumer perceptions of raw cashew nuts from two different private labels (private label A, PLA, and private label B, PLB), employing a combination of explicit (sensory analysis) and implicit (consumer neuroscience) methods. The objective was to analyse both conscious and unconscious responses to understand consumer preferences. Participants (n = 80) evaluated the samples, with electroencephalography (EEG) and electrodermal activity (EDA) as implicit methods, and hedonic scales, JAR scales, and the EsSense25 questionnaire used for explicit evaluations. The results revealed a clear preference for PLB, supported by higher global hedonic scores and a significant majority (65%) choosing PLB over PLA. EEG metrics calculated for participants' valence, frontal alpha asymmetry (FAA) for flavour indicated greater activity in the left frontal lobe for PLB, associated with positive emotions. Task engagement (TE) measurements revealed higher engagement with PLB during flavour evaluation. Penalty analysis identified that PLA was mainly penalised for a "too weak" aroma and flavour. The EsSense25 analysis showed that cashew consumption evoked predominantly positive emotions such as "pleasant", "satisfied", and "calm". In conclusion, the combination of implicit and explicit methods provided a comprehensive understanding of consumer preferences, highlighting the value of both approaches and the importance of sensory attributes in driving the overall liking of raw cashews. The findings have implications for product optimisation, market segmentation, and the development of marketing strategies in the cashew industry.