Development of a novel sensory method: Image Measurement of Emotion and Texture (IMET)

Could images be the next step to understand consumers' attitude towards texture and emotion? Little work has been conducted to evaluate the relationship between texture and its emotional response with consumers. In addition, previous work suggests men and women may experience the same emotions, but with different intensities. The overall objective of this work is to determine the impact of using images compared to words only for emotion and texture measurements throughout the consumption experience. Subjects were randomly selected to use either the texture images or texture words only and one of two emotion image methods or an emotion words method. Emotion questions were asked at the beginning, middle, and end of consumption. The products evaluated were orange soda, dairy type beverages, and convenience cheeses. The IMET method developed was useful in determining differences in emotion and texture. Texture images were better at determining significant differences between the changes in each emotion for orange soda and convenience cheese categories compared to the use of texture words only. Consumer selected emotion images were less variable than emotion words in positive emotions. A significant difference between gender across all product categories and methods combined was determined. Comparing emotion methods across all product categories, the change in emotion was significant between genders for the My Picture group, but not significant for Predefined or words only. The My Pictures method may identify differences between genders indicating the potential for consumer generated image test methods. (C) 2014 Elsevier Ltd. All rights reserved.