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CATA and RATA questions for product-focused emotion research: Five case studies using emoji questionnaires

Title
CATA and RATA questions for product-focused emotion research: Five case studies using emoji questionnaires
Authors
Jaeger S.R.Lee S.M.Kim K.-O.Chheang S.L.Roigard C.M.Ares G.
Ewha Authors
김광옥이소민
SCOPUS Author ID
김광옥scopus; 이소민scopus
Issue Date
2018
Journal Title
Food Quality and Preference
ISSN
0950-3293JCR Link
Citation
Food Quality and Preference vol. 68, pp. 342 - 348
Keywords
CATA questionsConsumersEmotion measurementRATA questionsResearch methods
Publisher
Elsevier Ltd
Indexed
SCI; SCIE; SCOPUS WOS scopus
Document Type
Article
Abstract
Questionnaires are popular in product-focused emotion research with consumers. Ease of implementation is paramount in this regard, as is versatility. In the presented studies, focus is directed to scaling variations as an element of methodological versatility, and a comparison is performed of CATA and RATA question formats (check-all-that-apply and rate-all-that-apply, respectively). Five studies, with a range of tasted products and food/beverage names were conducted, involving 908 consumers in New Zealand, China and Korea. Emoji questionnaires, recently established as a methodological variant in product-elicited emotion research, were used. The average percentage of emoji used for describing samples was similar for CATA and RATA questions when used in Central Location Tests with tasted samples, but higher for RATA than CATA questions in online surveys. Discriminative ability of CATA and RATA questions was linked to the characteristics of the focal samples. The recommendation for method choice is to use CATA emoji-questions when samples have distinct emotional associations, whereas RATA seems better able to discriminate between samples with more similar emotional profiles. Neither CATA nor RATA emoji-questions were regarded by consumers as difficult or tedious. © 2018 Elsevier Ltd
DOI
10.1016/j.foodqual.2018.04.001
Appears in Collections:
엘텍공과대학 > 식품공학전공 > Journal papers
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