隐含和明确的消费者对果仁的看法:神经科学和感官分析方法
Rocio Lopez-Navarro1, Luis Montero-Vicente1, Carmen Escriba-Perez1
1Department of Economics and Social Science, Universitat Politècnica de València, Camino de Vera w/o No., 46022 Valencia, Spain.
Foods (Basel, Switzerland)
|April 16, 2025
概括
消费者更喜欢私人品牌B级生果,显示出更强烈的积极情绪和参与度. 这凸显了香气和味道等感官属性的重要性,在驱动果仁偏好的过程中.
科学领域:
- 消费者行为研究研究
- 感官科学是一种感官科学.
- 神经科学在营销中的应用.
背景情况:
- 了解消费者对生果仁的偏好对食品行业至关重要.
- 以前的研究通常依赖于明确的方法,可能缺少无意识的消费者反应.
研究的目的:
- 通过明确和隐含的方法调查消费者对两种私有品牌原始果仁品牌的看法.
- 分析意识和无意识的反应,以确定消费者偏好和情感参与.
主要方法:
- 综合感官分析 (明确) 与消费者神经科学技术 (隐含),包括电脑图 (EEG) 和皮电活动 (EDA).
- 使用快乐度量表,Just About Right (JAR) 度量表和EsSense25问卷查询显式数据.
- 评估前额α不对称性 (FAA) 对于价值和任务参与 (TE) 对于隐性反应.
主要成果:
- 观察到对私人标签B (PLB) 的明显偏好,有65%的参与者选择PLB而不是私人标签A (PLA).
- 脑电图数据显示,与左额叶活动相关的PLB具有更大的积极情绪价值和风味参与,与左额叶活动相关.
- 由于香味和味道薄弱,PLA受到惩罚,而果仁消费通常会引起"愉快"和"满意"等积极情绪.
结论:
- 整合隐式和显式方法可以全面了解消费者对生果仁的偏好.
- 感官属性,特别是气味和风味,是整体喜好和品牌偏好的关键驱动因素.
- 调查结果为果仁行业的产品开发,营销策略和市场细分提供了宝贵的见解.
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