Abstract
The flavor of foods or oral care products can affect consumers' emotions and experience. We compared different methods for measuring emotion evoked by flavors, including self-report measures (Self-Assessment Manikin, or SAM and EsSense), electroencephalography (EEG), electromyography (EMG), and cardiovascular measures (HR and HRV). The results indicate that the difference of α/β power spectral density (PSD) ratios at AF4 and AF3 EEG channels can reflect emotion valence and produce the most consistent result for the 3 repetitions of the same stimulus. P8 β PSD and HR are reliable and valid for measuring emotion arousal. The two self-report measures, Self-Assessment Manikin (SAM) and selected items in EsSense Profile, can distinguish emotion evoked by five flavors. The divergent validity of self-reporting measures, however, is inadequate, which may be attributed to the halo effect, i.e., the strong perception of one emotional property influences people's perception of other emotional properties.
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