Abstract
The emotional responses to five flavoured popcorns (butter, cheese, caramel, barbecue and Thai spicy) compared to ‘not eat anything’ on watching each genre of five digital video disk (DVD) movies (action, comedy, fantasy, romance and horror movies) were measured by 100 voluntary audiences. They were recruited to participate in the sensory laboratory set as a theatre. After five minutes of watching each movie, they had to taste each of the flavoured popcorns for 25 g serving with 250 mL of drinking water than their 39 emotional and 2 sensory responses were recorded. Analysis of variance (ANOVA) and emotional ratio profiling of all flavoured popcorns on watching each movie were analysed. The results revealed that the mean overall liking score for each flavoured popcorn was not different, but the mean emotional scores that responded to each flavoured popcorn on watching each movie were different significantly (p < 0.01). During watching the action movie, butter and cheese flavoured popcorns seemed to significantly evoke most emotions on ‘daring’ and ‘pleasant’ (p < 0.01). While watching the horror movie, caramel flavoured popcorn undoubtedly evoked the most emotional responses among other flavoured popcorns. These emotional responses to each of flavoured popcorns on each of variety DVD movies might be used for movie theatre strategic promotion and advertisement to add value and distinction for the flavoured popcorn products in all cases.
Highlights
The beneficial effects of mood and emotions are believed to influence consumers’ behaviour as a food choice (Barthomeuf et al, 2009)
Butter flavoured popcorn, it was an original flavoured popcorn that was served with old-fashioned cowboy and American Indian action movies for a long time (Carlson, 2016)
There were plenty of other flavoured popcorns such as cheese and BBQ presented in the theatres which are accompanied by several soft drinks
Summary
The beneficial effects of mood and emotions are believed to influence consumers’ behaviour as a food choice (Barthomeuf et al, 2009). Rogers (1996) proposed the interrelationships between diet and behaviour that dietary influences on mood and emotion, and appetite are mediated by physiological mechanisms and may influence food preference, food choice and food intake. Many food researchers are interested in the scientific studies of food or constituent effects on mood and emotion (Cardello et al, 2012; Khajarern et al, 2010; Khajarern, 2013). These beneficial effects will be used for food marketing strategies such as promotion and advertisement which can potentially increase product sales
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