Development of emotion lexicons to describe chocolate using the Check-All That-Apply (CATA) methodology across Asian and Western groups
Thejani M Gunaratne, Claudia Gonzalez Viejo, Sigfredo Fuentes, Damir Dennis Torrico, Nadeesha M Gunaratne, Hollis Ashman, Frank R Dunshea
Food Research International | ELSEVIER SCIENCE BV | Published : 2019
Emotion-based terms selected by Asians and Westerners were analyzed to develop lexicons associated with chocolate consumption. Hence, an online-based questionnaire (Study 1: N = 206; 51% Asians, 49% Westerners) and a chocolate (milk and dark) tasting session (Study 2: N = 75; 52% Asians, 48% westerners) were conducted to assess emotion terms related to chocolate consumption using Check-All-That-Apply methodology. Emotional satisfaction was the main reason for chocolate consumption. Furthermore, selection of emotional terms was different between cultures and gender. For both studies (1 and 2), flavor of chocolate was the most important factor that determined purchase intention. For Study 2, m..View full abstract
Awarded by Australian Government through the Australian Research Council
This research was partially funded by the Australian Government through the Australian Research Council [Grant number IH1201000531 'Unlocking the Food Value Chain: Australian industry transformation for ASEAN markets'.