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Conjoint analysis is a survey-based statistical technique used in market research that helps determine how people value different attributes that make up an individual product or service.
Psychophysics quantitatively investigates the relationship between physical stimuli and the sensations and perceptions they produce. Psychophysics has been described as "the scientific study of the relation between stimulus and sensation" or, more completely, as "the analysis of perceptual processes by studying the effect on a subject's experience or behaviour of systematically varying the properties of a stimulus along one or more physical dimensions".
Interpersonal attraction, as a part of social psychology, is the study of the attraction between people which leads to the development of platonic or romantic relationships. It is distinct from perceptions such as physical attractiveness, and involves views of what is and what is not considered beautiful or attractive.
Supertasters are individuals whose sense of taste for certain flavors and foods, such as chocolate, is far more sensitive than the average person. The term originated with experimental psychologist Linda Bartoshuk and is not the result of response bias or a scaling artifact but appears to have an anatomical or biological basis.
Aftertaste is the taste intensity of a food or beverage that is perceived immediately after that food or beverage is removed from the mouth. The aftertastes of different foods and beverages can vary by intensity and over time, but the unifying feature of aftertaste is that it is perceived after a food or beverage is either swallowed or spat out. The neurobiological mechanisms of taste signal transduction from the taste receptors in the mouth to the brain have not yet been fully understood. However, the primary taste processing area located in the insula has been observed to be involved in aftertaste perception.
Sensory analysis is a scientific discipline that applies principles of experimental design and statistical analysis to the use of human senses for the purposes of evaluating consumer products. The discipline requires panels of human assessors, on whom the products are tested, and recording the responses made by them. By applying statistical techniques to the results it is possible to make inferences and insights about the products under test. Most large consumer goods companies have departments dedicated to sensory analysis. Sensory analysis can mainly be broken down into three sub-sections:
Affective sensation is an occurrence of sensation accompanied with a strong compulsion to act on it. It refers, mostly in neuroscience, to the emotional sensibility in response to affective stimuli of a particular valence. It is transmitted via the spinothalamic tract through the spinal cord, and can be associated with reflex actions such as the scratch, gag, and withdrawal reflexes. Sensory processing in the brain interacts with behavioral choices, such as decisions to eat or to stop eating, in both healthy individuals and those with eating disorders.
Customer satisfaction is a term frequently used in marketing to evaluate customer experience. It is a measure of how products and services supplied by a company meet or surpass customer expectation. Customer satisfaction is defined as "the number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals." Enhancing customer satisfaction and fostering customer loyalty are pivotal for businesses, given the significant importance of improving the balance between customer attitudes before and after the consumption process.
The psychology of art is the scientific study of cognitive and emotional processes precipitated by the sensory perception of aesthetic artefacts, such as viewing a painting or touching a sculpture. It is an emerging multidisciplinary field of inquiry, closely related to the psychology of aesthetics, including neuroaesthetics.
Choice modelling attempts to model the decision process of an individual or segment via revealed preferences or stated preferences made in a particular context or contexts. Typically, it attempts to use discrete choices in order to infer positions of the items on some relevant latent scale. Indeed many alternative models exist in econometrics, marketing, sociometrics and other fields, including utility maximization, optimization applied to consumer theory, and a plethora of other identification strategies which may be more or less accurate depending on the data, sample, hypothesis and the particular decision being modelled. In addition, choice modelling is regarded as the most suitable method for estimating consumers' willingness to pay for quality improvements in multiple dimensions.
An odor or odour is caused by one or more volatilized chemical compounds that are generally found in low concentrations that humans and many animals can perceive via their sense of smell. An odor is also called a "smell" or a "scent", which can refer to either an unpleasant or a pleasant odor.
An olfactometer is an instrument used to detect and measure odor dilution. Olfactometers are used in conjunction with human subjects in laboratory settings, most often in market research, to quantify and qualify human olfaction. Olfactometers are used to gauge the odor detection threshold of substances. To measure intensity, olfactometers introduce an odorous gas as a baseline against which other odors are compared.
A Thurstonian model is a stochastic transitivity model with latent variables for describing the mapping of some continuous scale onto discrete, possibly ordered categories of response. In the model, each of these categories of response corresponds to a latent variable whose value is drawn from a normal distribution, independently of the other response variables and with constant variance. Developments over the last two decades, however, have led to Thurstonian models that allow unequal variance and non zero covariance terms. Thurstonian models have been used as an alternative to generalized linear models in analysis of sensory discrimination tasks. They have also been used to model long-term memory in ranking tasks of ordered alternatives, such as the order of the amendments to the US Constitution. Their main advantage over other models ranking tasks is that they account for non-independence of alternatives. Ennis provides a comprehensive account of the derivation of Thurstonian models for a wide variety of behavioral tasks including preferential choice, ratings, triads, tetrads, dual pair, same-different and degree of difference, ranks, first-last choice, and applicability scoring. In Chapter 7 of this book, a closed form expression, derived in 1988, is given for a Euclidean-Gaussian similarity model that provides a solution to the well-known problem that many Thurstonian models are computationally complex often involving multiple integration. In Chapter 10, a simple form for ranking tasks is presented that only involves the product of univariate normal distribution functions and includes rank-induced dependency parameters. A theorem is proven that shows that the particular form of the dependency parameters provides the only way that this simplification is possible. Chapter 6 links discrimination, identification and preferential choice through a common multivariate model in the form of weighted sums of central F distribution functions and allows a general variance-covariance matrix for the items.
Sensometrics is a scientific discipline that involves the application of mathematical, statistical, and computational methods to the field of Sensory and Consumer Science. It is an interdisciplinary field, closely related to disciplines such as sensory evaluation, statistics, psychometrics, and chemometrics, among others. Sensometrics deals with all aspects of data generation and analysis, from design of experiments and methods used to investigate perceptions and preferences, to specific tools to analyze and model the data resulting from these methods. Sensometrics plays a key role in Sensory and Consumer Science, providing important tools with applications in product development, quality assurance, market research, and consumer behavior.
Best–worst scaling (BWS) techniques involve choice modelling and were invented by Jordan Louviere in 1987 while on the faculty at the University of Alberta. In general with BWS, survey respondents are shown a subset of items from a master list and are asked to indicate the best and worst items. The task is repeated a number of times, varying the particular subset of items in a systematic way, typically according to a statistical design. Analysis is typically conducted, as with DCEs more generally, assuming that respondents makes choices according to a random utility model (RUM). RUMs assume that an estimate of how much a respondent prefers item A over item B is provided by how often item A is chosen over item B in repeated choices. Thus, choice frequencies estimate the utilities on the relevant latent scale. BWS essentially aims to provide more choice information at the lower end of this scale without having to ask additional questions that are specific to lower ranked items.
The psychology of eating meat is an area of study seeking to illuminate the confluence of morality, emotions, cognition, and personality characteristics in the phenomenon of the consumption of meat. Research into the psychological and cultural factors of meat-eating suggests correlations with masculinity, support for hierarchical values, and reduced openness to experience. Because meat eating is widely practiced but is sometimes associated with ambivalence, it has been used as a case study in moral psychology to illustrate theories of cognitive dissonance and moral disengagement. Research into the consumer psychology of meat is relevant to meat industry marketing, as well as for advocates of reduced meat consumption.
Gas chromatography-olfactometry (GC-O) is a technique that integrates the separation of volatile compounds using a gas chromatograph with the detection of odour using an olfactometer. It was first invented and applied in 1964 by Fuller and co-workers. While GC separates volatile compounds from an extract, human olfaction detects the odour activity of each eluting compound. In this olfactometric detection, a human assessor may qualitatively determine whether a compound has odour activity or describe the odour perceived, or quantitatively evaluate the intensity of the odour or the duration of the odour activity. The olfactometric detection of compounds allows the assessment of the relationship between a quantified substance and the human perception of its odour, without instrumental detection limits present in other kinds of detectors. Compound identification still requires use of other detectors, such as mass spectrometry, with analytical standards.
Degree of Difference Testing, which is also known as DOD is a method to determine an overall difference among test and control groups when product in question has exhibited variability that would have caused because of multiple factors such as the production time, use of multiple components, preparation or others. It is one of the Discrimination methods. It was introduced by Aust, L. B., Gacula Jr., M. C., Beard, S. A., and Washam II, R.W. in the year 1985. As a method, DOD is used when other traditional methods that have a single control group fails and multiple control groups have to be introduced. Degree of Difference had hence replaced the traditional triangle test for products since those methods would give false results that were statistically significant in situations where the control variability was high. The disadvantage of Degree of Difference method is that while it can give you a measure of difference, it is not able to give the source of those differences and hence one won't know where to make corrections to reduce the variation.
Food psychology is the psychological study of how people choose the food they eat, along with food and eating behaviors. Food psychology is an applied psychology, using existing psychological methods and findings to understand food choice and eating behaviors. Factors studied by food psychology include food cravings, sensory experiences of food, perceptions of food security and food safety, price, available product information such as nutrition labeling and the purchasing environment. Food psychology also encompasses broader sociocultural factors such as cultural perspectives on food, public awareness of "what constitutes a sustainable diet", and food marketing including "food fraud" where ingredients are intentionally motivated for economic gain as opposed to nutritional value. These factors are considered to interact with each other along with an individual's history of food choices to form new food choices and eating behaviors.
The hedonic scale is a sensory evaluation tool used to measure the degree of pleasure or liking of a product or service. The scale usually consists of 9 levels ranging from 1 to 9, or "dislike extremely" to "like extremely".
References
- ↑ Li, Bangde; Hayes, John E.; Ziegler, Gregory R. (October 2014). "Just-about-right and ideal scaling provide similar insights into the influence of sensory attributes on liking". Food Quality and Preference. 37: 71–78. doi:10.1016/j.foodqual.2014.04.019.
- ↑ Hare, Lynne B (August 2024). "Statistics Spotlight: Caveat Emptor Measuring the effectiveness of a product or process requires proper test design and data analysis". Quality Progress. 57 (8): 46–49. Retrieved 9 September 2024.
- ↑ Li, Bangde; Hayes, John E.; Ziegler, Gregory R. (October 2014). "Just-about-right and ideal scaling provide similar insights into the influence of sensory attributes on liking". Food Quality and Preference. 37: 71–78. doi:10.1016/j.foodqual.2014.04.019.
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