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Signal detection-based satisfaction measure of the holistic product usage experience with and without the ‘double-faced applicability’ test

Title
Signal detection-based satisfaction measure of the holistic product usage experience with and without the ‘double-faced applicability’ test
Authors
Kim I.-A.van Hout D.Lee H.-S.
Ewha Authors
이혜성
SCOPUS Author ID
이혜성scopus
Issue Date
2018
Journal Title
Food Quality and Preference
ISSN
0950-3293JCR Link
Citation
Food Quality and Preference vol. 68, pp. 40 - 49
Keywords
Acceptance testAffect magnitudeConsumer testDegree of satisfaction-difference (DOSD)Hedonic ratingProduct discrimination
Publisher
Elsevier Ltd
Indexed
SCI; SCIE; SCOPUS WOS scopus
Document Type
Article
Abstract
In the fast moving consumer goods industry, measuring consumer acceptance toward products is crucial for product development and marketing. Consumers are generally considered hedonists and, thus momentary hedonic scores are assumed to represent consumer acceptance. Yet for many product types, such as household care products, consumers might be considered utilitarian and their usage experience with the product might be equally important for consumer acceptance. To quantify consumer holistic product usage experience, a two-step signal detection rating-based satisfaction measure was used such that an independent signal detection theory index termed d’A (d-prime affect magnitude) could be computed for each product to represent consumer satisfaction with the usage experience and with the product itself. The objective of the present study was to investigate the effect of simultaneous attribute evaluation using the ‘double-faced applicability’ (DFA) test on product discrimination of this satisfaction measure. The conventional 10-point hedonic ratings with and without the DFA test were used as control methods for comparison. Results showed that significant product discriminations were observed only in the group who performed the satisfaction measure with the DFA test. Also, significant discriminations in quality attributes of the DFA test questionnaire were more frequently observed in the group that performed the satisfaction test than in those who performed the hedonic test. These results indicate that compared to using hedonic scores, the satisfaction test with the DFA has the potential to improve research on the quality predictors of household products. © 2018 Elsevier Ltd
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DOI
10.1016/j.foodqual.2018.02.005
Appears in Collections:
엘텍공과대학 > 식품공학전공 > Journal papers
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