Measure of the Verbal Emotional Responses Triggered by Food Products

Abstract

Emotions and food products are intimately related. Individuals’ emotions modulate eating behaviors, and negative emotions may induce food disorders. On the other hand, the consumption of food or drink products may trigger different emotional states in individuals. Thus, the relationship between food or drink products and emotion is dynamic and complex. In this chapter, after describing the strong link between food products and emotions and the role of associative learning, we propose a definition of emotion and feelings. The chapter mainly focuses on the measure of verbal emotional responses triggered by food products. This measure refers to feelings, or the conscious verbalization of the emotional response. Although the unconscious emotional response related to physiological and behavioral responses should not be underestimated and is described, the chapter provides a broader review on a methodology developed to measure food-elicited feelings in consideration of cross-cultural differences. A series of examples is presented to illustrate the use of this methodology in sensory and consumer test settings for food product development. We also propose that investigations should be undertaken into the effects of changing the product label, packaging, and color on consumer emotional expectations and on the overall emotional response when the product is experienced. Finally, examples of research conducted in ecological settings and virtual environments are provided.