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Exploration of a new consumer test method based on metacognitive certainty

Title
Exploration of a new consumer test method based on metacognitive certainty
Authors
Kim, In-AhCho, Ha-YeonHautus, Michael J.Lee, Hye-Seong
Ewha Authors
이혜성
SCOPUS Author ID
이혜성scopus
Issue Date
2020
Journal Title
FOOD QUALITY AND PREFERENCE
ISSN
0950-3293JCR Link

1873-6343JCR Link
Citation
FOOD QUALITY AND PREFERENCE vol. 81
Keywords
Authenticity testConcept measurementMetacognitionSignal detection theory (SDT)Consumer research
Publisher
ELSEVIER SCI LTD
Indexed
SCI; SCIE; SCOPUS WOS scopus
Document Type
Article
Abstract
Successful product development and marketing necessitate a study of the consumer concept of culture-specific or deep-positioned branded food. In this study, a new consumer test method was designed based on an authenticity test and used as a reference frame for the target concept without an upsetting story. The response format of this method included the metacognitive certainty response following the sensory authenticity response using the A-Not A test procedure. The method was applied to study the concept of goso flavor, as perceived by 91 female consumers with three commercial soymilk products, having each consumer evaluate each product 45 times over three days. The repeated responses of sensory authenticity were analyzed as mean scores and signal detection theory (SDT) d-prime (d') values of the product difference. From the metacognitive certainty responses after the sensory authenticity response, a new quantitative group measure of d-prime metacognition (d'(MC)) was calculated in the SDT context and compared with the other outputs. The measure ranged from negative to positive values, indicating a mismatch to a match for the concept of each product. Data analyses were conducted on both pooled data and segmented data, which was driven from the results of cluster analyses using the mean sensory authenticity scores and SDT C values (estimates of response bias about the concept tested). The results showed that d'(MC) of each product corresponded to the mean scores and d' with the advantage of easy interpretation. Overall, d'(MC) can be a useful group measure for studying the consumer concept towards food and beverages.
DOI
10.1016/j.foodqual.2019.103857
Appears in Collections:
엘텍공과대학 > 식품공학전공 > Journal papers
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