Date

3-2012

Degree Name

BS in Dairy Science

Department

Dairy Science Department

Advisor(s)

Amy Lammert, Bruce Golden

Abstract

In today’s food industry there is a need for more research on the correlation between likeness of a product and what kind of emotional response this may lead to. This has potential to allow the food industry to understand consumer purchase intent and use the data collected from specific studies to gain more insight to repeat purchases. The objectives of this study were to understand more about the relationship between overall likeness of dairy beverage products from initial taste to ending taste as well as how these responses related to the emotional responses of the consumption experience. In two geographical locations, two hundred and nineteen subjects were recruited and screened for three days of consumer testing. One of the three days the study was conducted, subjects specifically sampled seven select dairy beverages. Subjects were asked to record their current emotion prior to consuming each sample product, asked to evaluate textural attributes, and then answer three hedonic based questions. These questions were compared to the emotional responses for each dairy beverage. It was found that products which showed higher hedonic ratings also had overall higher positive emotional responses based on consumption. Also the nontraditional dairy beverages like Silk Almond Dark Chocolate received lower hedonic scores than traditional dairy products and thus elicited lower emotional responses. These results give considerable insight on the measurability of consumer emotional responses and overall likeness as important factors in determining if a consumer may consume and purchase that same product again.

Included in

Dairy Science Commons

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