Use of online questionnaires to identify emotions elicited by different types of corn tortilla in consumers of different gender and age groups

Abstract

The objective of the study was to identify the emotions that are usually elicited by four types of corn tortillas available in the Mexican market (homemade, from tortilla store, from supermarket, and plastic bagged). An internet survey was conducted with 378 Mexican consumers. Gender and age factors were used to identify differences on emotions elicited by the four tortilla types. Emotions such as happy, pleasant, mild, good nature, enthusiastic, free, warm, loving, joyful, adventurous, secure, and nostalgic were associated with homemade corn tortillas. Also, emotions such as good, active, and calm were associated with tortilla from tortilla store. Supermarket corn tortilla and plastic bagged corn tortilla elicited negative emotions such as wild, aggressive, disgusted, guilty, worried, and bored. Differences were found among age groups suggesting generational effects rather that gender effects on elicited emotions in consumers. Practical applications Findings from this study highlight the emotions elicited by the consumption of different types of corn tortillas in people of different gender and age that may be related to the purchase intention of consumers of this product. These results are important for the industry and small companies dedicated to the production of tortillas at an international and national level.

Development of a memories vocabulary (MemVOC) for food products using coffee as a model

“…However, sensory attributes of food products are not the only determining factor in choosing a food by consumer, and emotions can also influence purchase intent (Köster, 2003;King & Meiselman, 2010;Jiang et al, 2014). Currently, the field of sensometry has developed techniques for the evaluation of sensory attributes and emotions in different foods such as wines, freshness of chicken breast, tortillas, among others (Jose-Coutinho et al, 2015;Oliveira e Silva et al, 2020;Santiago-Cruz et al, 2021), and food neophobia scales have even been developed (McKenzie et al, 2021). According to Köster (2003) most sensory research is based on perception and scarcely on the use of memories in the choice of food.…”

Modeling consumer satisfaction to identify drivers for liking: An online survey based on images of Habanero pepper (Capsicum chinense Jacq.)

“…Emotions and sensory attributes can generate confidence in consumers (at different levels) and increase their satisfaction and real purchase intent (Blanco et al, 2014;Jiang, King, & Prinyawiwatkul, 2014) toward food products. For example, negative emotions such as bored, disgusted, among others, can cause rejection of food products by consumers (Santiago-Cruz et al, 2021). In the case of sensory attributes, research has been limited to the generation of heat profiles and sensory attributes of Habanero pepper using an analytical sensory panel (Guzmán & Bosland, 2017;Ramírez-Rivera et al, 2021).…”

“…Consumers use long-term semantic memory for the evaluation of food products represented by digital images (Jose-Coutinho, Avila, & Ricardo-Da-Silva, 2015; Oliveira e Silva, do Carmo Rouxinol, & da Silva Coutinho Patarata, 2020;Santiago-Cruz et al, 2021). The objective of this study was to analyze the impact of the factors that influence CSAT as well as the relationship of sensory attributes and emotions with liking.…”

“…Phase 2: Determining the relation between sensory attributes and emotions with liking of Habanero pepper at different maturity stages This phase included the following steps: (a) the Check-All-That-Apply technique was used with an online questionnaire format (Google Forms) to collect responses about emotions and sensory attributes.Consumers selected the appropriate response using a binomial (yes/no) scale(Vidal, Ares, Hedderley, Meyners, & Jaeger, 2018).Images of immature Habanero peppers (green color), intermediate ripened (green-orange color) and fully ripened (orange color) were used as references. In the case of emotions, Spanish terms for the EsSense25 profile were used(Nestrud, Meiselman, King, Lesher, & Cardello, 2016;Santiago-Cruz et al, 2021). The sensory attributes evaluated were: chili aroma, green vegetable, fresh leaf, burn feeling,chili flavor; mouth numbness; mouth heat, mouth hardness, crunchiness and pungency (Ramírez-Rivera et al, 2021).…”

“…The images of each green, green-orange and orange Habanero pepper (Table1) were taken using a Panasonic Lumix digital camera, model DMC-TZ3 with fixed lighting for each shot(Baima & Ribotta, 2019). The use of images for studies of emotions and sensory attributes online is a valuable tool to find differences between products(Santiago-Cruz et al, 2021;Spinelli, Masi, Zoboli, Prescott, & Monteleone, 2015). The images were presented in a randomized order (Oliveira eSilva et al, 2020).…”