Chocolates enriched with seaweed: Emotional data and its combination with sensory data for products profiling and consumer segmentation

Abstract

Sensory and emotional profiling by consumers are tools used by scientists and companies to get a deeper level of understanding about product experiences and the variables which drive and motivate food choice. The work described in this publication is part of a broader study which aimed the development of three different types of chocolate enriched with seaweeds and its characterization for potential use in gastronomy by outlining their sensory profiles (results already published) and exploring product elicited emotion. Through binary logistic regression models, two different product-characterization and consumer segmentation profile were developed, one emotional profiles, and one combined sensory and emotional profile. Results show that the less familiar samples (described with sensory attributes unusual to chocolate, such as astringent, marine/ocean smell and vegetable flavour notes) are linked to emotional states associated with higher levels of arousal (as stimulated, adventurous, disgusted, and not being calm); whereas the most familiar sample tends to distance itself from active emotion dimensions (stimulated and enthusiastic) and is linked to emotions distant from the arousal pole (as satisfied). By complementing hedonic and sensory data with emotional variables, it was possible to attain a more detailed differentiation of products, which was further enhanced by the consumer-segmentation profiles. Several emotional associations linked to acceptability were uncovered – as good, satisfied, enthusiastic, or stimulated –, with satisfied appearing to be particularly discriminating among consumer-segments exhibiting larger between-segment discrepancies in liking. This study provides interesting insights for product development which can be useful to align products with the brand message and define possible marketing strategies.