Temporal dominance of emotions: Measuring dynamics of food-related emotions during consumption

Mapping food-evoked emotions in addition to sensory profiling is topical. In sensory profiling, the Temporal Dominance of Sensation (TDS) method focuses on the assessment of the temporal evolution of dominant sensory attributes over time. We hypothesize that food-evoked emotions also show temporal dynamics that can be related to dynamic sensory perception. This study assessed temporal dynamics of sensory and emotional attributes during chocolate tasting. We used TDS to determine dynamic sensory properties of dark chocolates providing a list of 10 sensory attributes. Comparably, Temporal Dominance of Emotions (TDE) was assessed by replacing the sensory attributes with 10 emotional attributes. Sixty-two participants assessed TDS and TDE of five commercially available dark chocolates (plain and flavoured). Multivariate comparisons (Hotelling test) showed significant differences between products based on the dominance duration of sensory (p < 0.05) and emotional attributes (p < 0.05). TDS difference curves revealed products to differ based on their dominant sensory attributes, with different attributes peaking at different time moments. TDE difference curves showed that products also differed in the temporal distribution of dominant emotional attributes. Comparing the average dominance rates between plain dark and flavoured dark chocolates revealed that for flavoured dark chocolates mainly flavour attributes and positive/active emotions were perceived as salient whereas for plain dark chocolates textural as well as taste attributes were dominant accompanied by more negative/non-energetic emotions. A joint CVA plot on the duration of dominance for sensory and emotional attributes per product revealed that temporal evolution of sensory - and emotional attributes was related. This suggests a mutual reciprocity between those two entities (sensory and emotional attributes) resulting in more complex, richer product characterization. In conclusion, these findings show TOE to be a promising new venue in characterising food-evoked emotions in relation to sensory profiling. (C) 2014 Elsevier Ltd. All rights reserved.