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Sensory evaluation and marketing: Measurement of a consumer concept

Title
Sensory evaluation and marketing: Measurement of a consumer concept
Authors
Lee H.-S.O'Mahony M.
Ewha Authors
이혜성
SCOPUS Author ID
이혜성scopus
Issue Date
2005
Journal Title
Food Quality and Preference
ISSN
0950-3293JCR Link
Citation
Food Quality and Preference vol. 16, no. 3, pp. 227 - 235
Keywords
Consumer conceptsFirst choice rankingR-indexStandard rankingToothpaste appearance
Indexed
SCIE; SCOPUS scopus
Document Type
Article
Abstract
An abstract concept for a group of consumers was measured in terms of membership of various stimuli within that concept, using a simple ranking task. Consumers (N=72) ranked 20 commercial toothpastes according to their concepts of appearance of refreshingness. From these data, two R-index analyses were performed. Firstly, R-indices were calculated with reference to a concept exemplar (noise stimulus). Secondly, R-indices were computed pairwise, producing a rank order of refreshingness, with the R-indices indicating the spacing between the ranks. Two different ranking protocols were applied: standard ranking and first choice ranking. Rank orders were compared (Spearman's rho) for consumers both within and between methods and both were highly correlated; the two protocols were therefore equivalent. Also, consumer hedonic data correlated highly with refreshingness. Transparent blue was ranked as most refreshing, followed by a paste with 3 shades of blue stripes. Off-whites (ivory, off white, grayish white) were least refreshing in appearance. © 2004 Elsevier Ltd. All rights reserved.
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DOI
10.1016/j.foodqual.2004.04.013
Appears in Collections:
엘텍공과대학 > 식품공학전공 > Journal papers
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