Pivot© and check‐all‐that‐apply techniques for the analysis of honey adulteration: impact on consumer liking, emotions and memories

Abstract

SummaryThe study aimed to combine Pivot© Profile and Check‐all‐that‐apply (CATA) sensory techniques to determine the sensory attributes of adulterated honey and the impact of honey adulteration on consumer liking, emotions, and memories. Consumers (130) performed the Pivot technique to generate the sensory vocabulary. The CATA technique was then used to filter the relevant attributes from samples. This process allowed to reduce the preliminary list from Pivot© Profile (50 attributes) to 12 relevant attributes. Consumers determined liking, emotions and memories on each sample. Regarding preference, the pivot samples and honey with 20% and 40% adulteration were located in the 40% and 80% preference regions in the PREFMAP. The adulterated honey with 60% and 80% had the lowest preference, causing their total rejection. This may be associated with emotions (Aggressive, Disgusted and Bored) and negative memories (Pain, Interpersonal conflict, and Poverty). The combined use of Pivot© and CATA sensory techniques allows for the identification of sensory attributes associated with adulteration. An increase in honey adulteration was associated with negative emotions and memories evoked in consumers that may lead to the rejection of honey.