measuring implicit associations in sensory research · measuring implicit associations in sensory...

MAPP Workshop 2010: Innovative Methods in Consumer Research Wednesday, May 5thWednesday, May 5

Measuring implicit associations in sensory research

An exploratory study with the aid of the Single Category Implicit Association Test (SC-IAT)


Content

1 St d h t i ti

Background & research question

1. Study characteristics

Procedure

Single Category Implicit Association Test

Sample structure & study details

Single Category Implicit Association Test

2. Results

Implicit association data

3. Conclusion



Study characteristics


Study characteristics1

Background

Measurement: • direct measures (rating scales, line scales, open answers)• subjects are sometimes unwilling or unable to report their sensory• subjects are sometimes unwilling or unable to report their sensory

perception, opinion or attitudes• results might be biased and are subjective

Sensory Signals:

Brilliant whiteBrilliant-white



Background

Bogus (2007): • sensory product features awake explicit associations

• sensory profiles (descriptive panel)• sensory profiles (descriptive panel)• sensory acceptance date (consumer test)• suitability in certain consumption situations and expected benefits

• The research confirmed the assumption that consumers allocate additional benefits to the tested cereal bars according to theadditional benefits to the tested cereal bars according to the perceived sensory dimensions.



Background

tastes fully chocolate-like

0,2

0,3 Correspondence analysis (benefits & consumption situations & CB)

Sunny

Corny Activ

Allos

100% organic

i i h i h l ias a desert, instead of cake

0,1

Corny Schoko

Corny

Gletscherkrone

Schneekoppe

Corny Activ

rich in dietary fibre

made of high quality ingredienets

offers sweet pleasureoffers valuable energy

healthy

is rich in whole grain

.as an outdoor-snack after sports

with coffee/teaas sweets

for children as a reward0

Corny freeSirius

SchneekoppeKellogg's Special K

Kellogg's Müslixcrunchy

after sportsas part of a diet

for the small appetiteas a healthy alternative

to a chocolate bar

as snack foods for breaks-0,1

Kellogg s Müslix

contains few calories

-0,2


-0,3


Background

A i Ch lActive Chocolate

• slightly sweett h th d d h d

• sweetli ht d h• not crunchy rather dry and hard

• strong cereal taste and odor• light and crunchy• strong chocolate taste

healthy snack after sportsgives energy

sweet pleasure as a dessert instead of cakeas a treat


g gy


Research question

In general:Do sensory features of a product have an impact on the implicit associations?associations?

In detail:Is a slightly sweet, not crunchy and rather hard cereal bar with a strong cereal taste implicitly associated with “healthy” or with “pleasure”?

Is a sweet, crunchy and light cereal bar with a strong chocolate taste implicitly associated with “healthy” or with “pleasure”? p y y p



Procedure

Group 1 (n = 72) Group 2 (n = 68)

Active1. sensory acceptance

Chocolate1. sensory acceptance

2. SC-IAT 2. SC-IAT

Active1. sensory acceptance2 SC IAT

Chocolate1. sensory acceptance2 SC IAT 2. SC-IAT2. SC-IAT



MethodPlease press ‚E‘ Please press ‚I‘

healthy pleasure




healthy pleasure

vegetables




healthy pleasureor

cereal bar 387




healthy pleasureor

cereal bar 387

sports




healthy pleasureor

cereal bar 387




healthy pleasureor

cereal bar 387

vitality




healthy pleasureor

cereal bar 387




healthy pleasureor

cereal bar 387

dessert




healthy pleasureor

cereal bar 387



Single Category Implicit Association Test (SC-IAT)

SC-IAT (Karpinski & Steinmann, 2006)• modification of the IAT (Greenwald, McGhee & Schwartz, 1998)• 2 attribute categories healthy & pleasure• 2 attribute categories healthy & pleasure• 1 target category cereal bar

DesignDesign• dependent variable: response time in milliseconds• independent variables:

• 2 sensory profiles (cereal bar “Active” and “Chocolate” within)• 2 test situations (“healthy” and “pleasure” within)

Press ‘E’ Press ‘I’

healthy pleasure

cereal bar


healthy pleasure

cereal bar


healthy pleasure

cereal bar


healthy pleasure

cereal bar


cereal bar cereal bar cereal bar cereal bar



2 attribute categorieshealthy:• sports• vitality• vegetables• nutrition-conscious• exercise

pleasure:• dessert

d li• delicacy• delightfulness• feast

li d li ht


• culinary delight



1 target category

either Active or Chocolateeither Active or Chocolate




50%50%healthy pleasurehealthy pleasure healthy pleasurehealthy pleasure

20 exercise trails

healthy pleasurehealthy pleasure healthy pleasurehealthy pleasure

20 exercise-trails

healthy pleasure

cereal bar

healthy pleasure

cereal bar

healthy pleasurehealthy pleasure

healthy pleasure

cereal bar

healthy pleasure

cereal bar

healthy pleasurehealthy pleasure

24 exercise-trails

y

cereal bar

y

cereal bar


y p

cereal bar

y p

cereal bar

24 exercise trails

64 test-trails

cereal barcereal bar


cereal barcereal bar24 exercise-trails

64 test-trails


cereal barcereal bar cereal barcereal bar64 test trails


Sample structure & study details

N = 140• balanced groups regarding gender and age• males (n = 56) and females (n = 84)• males (n = 56) and females (n = 84)• age in the range of 14 – 55 years• students (n = 102) and pupils (n= 38)( ) p p ( )

Test duration • 20 – 25 minutes

Timeframe• July 2008

Sensory laboratory• University of Applied Science in Nordhausen, Germany


Results


Results2

Sensory acceptance data

7 04

Chocolate Active

a6,64

7,04Overall acceptance

ab

7,236,75

Appearancea

b

6 486,56

Odoraa

6,48

1 2 3 4 5 6 7 8 9

a

ith d


very bad neither good nor bad

very good

Results2


Influence of “cereal bars”:• both cereal bars produce almost identical mean reaction times

(F(1 139) 09 0 761)(F(1,139)=,09; p=0,761)

ActiveActive ChocolateChocolate

Mean=687,9ms (SD=121ms) Mean=685,8ms (SD=107ms)

Influence of “test situation”:


• both cereal bars are implicitly associated with pleasure (F(1,139)=30,7; p<.01)

healthy pleasure

l b

healthy pleasure

l b

healthy pleasure

l b

healthy pleasure

l b



cereal barcereal bar cereal barcereal bar

Results2


Interaction of “cereal bar” x “test situation”:• sequential monadic testing Trainings effects over both cereal bars

(F(1 138)=75 55; p< 01)(F(1,138)=75,55; p<.01)

Monadic value analysis:y• cereal bar and test situation interact (F(1,138)=2,98; p=0,086)


healthy pleasure

Active

healthy pleasure

Active

healthy pleasure

Chocolate

healthy pleasure

Chocolate

healthy pleasure

A ti

healthy pleasure

A ti

healthy pleasure

Ch l t

healthy pleasure

Ch l t




Conclusion


Conclusion3

What did we learn & what should we take home?


Contact

Alexandra KrausPsychology (M. Sc.)University Erfurt, Germany

Telephone: +49 162 2756 718 E-Mail: [email protected]

Robert MösleinManaging Director Sensory Analysis

isi Sensory Analysis GmbH & Co. KGAscherberg 237124 Göttingen-Rosdorf

Telephone: +49 551 499 74 180 E-Mail: [email protected]

Andreas ScharfProfessor for Business ManagementUniversity of Applied Science, Nordhausen, Germany


Telephone: +49 3631 420-577 E-Mail: [email protected]

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