Behavioural extensions to preference mapping: the role of synthesis

Abstract

It is suggested to tackle unsolved methodological problems in preference mapping by taking account of the behavioural processes underlying preference formation. To this end an information processing model of preference formation is proposed. Within this model we particularly consider the process of synthesis, which is the way sensory information about product similarities and differences is analysed and processed. Although current applications of external preference mapping assume that consumers and trained judges synthesise sensory stimuli similarly, accumulating evidence in the literature suggests that this is not so. We, therefore, propose that analysing preference data in terms of a product space that accurately reflects how consumers see products will improve preference mapping methodology. Differences in synthesis are accounted for by applying sets of synthesis weights reflecting differences in the relative weighting given to each sensory attribute. An empirical analysis of sensory and preference data pertaining to eating apples supports the hypothesis that consumers use only a few key sensory attributes rather than synthesise a large number of attributes during preference formation.