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As the food industry continues to grow and the marketplace becomes saturated with similar products, consumer researchers and sensory scientists are looking to dig deeper into the minds of consumers to reveal greater distinctions between products and ultimately deliver multi-dimensionally desirable products to consumers. This study was conducted to (1) determine the hedonic and texture attributes of different cheeses that affect the end emotional state of a panelist, and (2) determine if initial emotions and hedonics could better represent end product liking than hedonics alone. Seven convenience string cheese varieties with varying sodium and fat contents were evaluated using the Image Measurement of Emotion and Texture (IMET) method. Seven emotions (excited, sociable, self-confident, fatigued, judgmental, raging, and sad) scaled from 1“slightly” to 5-“extremely” (with 0 representing “not at all”) were used, with each emotion at each level of intensity anchored by self-selected images that subjects chose prior to testing. Using a CATA format, subjects reported his/her emotional state and perception of textural attributes before and at the end of consumption. Hedonic attribute questions were measured using a 9-point hedonic scale and presented to subjects before and at the end of consuming each product. Compusense ® at-hand was used for data collection.

Consumer Evaluation of Cheese: Linking Hedonics, Emotions and Perception of Product Attributes