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RISS 인기검색어
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- 저자 : Danielle van Hout (검색결과 7 건)
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Kim, Min-A.,van Hout, Danielle,Lee, Hye-Seong Elsevier 2018 Food quality and preference Vol.68 No.-
<P><B>Abstract</B></P> <P>Recently, we have proposed the degree of satisfaction-difference (DOSD) method to measure changes in consumer product acceptance (Kim, van Hout, Dessirier, et al., 2018). The DOSD method utilizes A-Not A with reminder format to improve the stability and validity of the consumer evaluation by reminding consumers of the evaluative criteria with the reference sampling and by controlling the sequence effects on each sampling of the blind test product. Using the data obtained from DOSD method, in this paper, a way to compute a measure of the absolute degree of satisfaction for a product based on signal detection theory (SDT), referred to as <I>d'</I> <SUB>SAT</SUB> (d-prime satisfaction), is suggested. This new measure is compared to the comparative distance measure of <I>d'</I>, the degree of satisfaction difference of a product from the reference product, which has been already described in the previous study. The absolute satisfaction degree is a value indicating each product’s degree of consumer satisfaction as in the hedonic score. However, the degree of satisfaction measure presented herein is superior to the hedonic score because it enables easy interpretation of whether a group of consumers are satisfied or not with a product. In practical situations, the two measures of the degree of satisfaction difference from the reference and the degree of satisfaction, which are computed using the data from DOSD method, can be used complementarily in order to reveal information about consumer perception and evaluation.</P> <P><B>Highlights</B></P> <P> <UL> <LI> Signal detection analysis applied for degree of satisfaction-difference (DOSD) data. </LI> <LI> A complimentary SDT analysis developed to broaden the interpretation of DOSD data. </LI> <LI> The novel output measure from this new analysis is referred to as <I>d'</I> <SUB>SAT</SUB>, d-prime satisfaction. </LI> <LI> Comparisons and how to interpret these two different analyses provided. </LI> </UL> </P>
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Kim, Min-A,van Hout, Danielle,Dessirier, Jean-Marc,Lee, Hye-Seong Elsevier 2018 Food quality and preference Vol.63 No.-
<P><B>Abstract</B></P> <P>Predictions of consumer acceptance are often based on hedonic scores, but these are determined not only by the consumer level of product liking, but also by consumer scale usage, which in turn is affected by thinking style and experimental contexts. To improve the validity and reliability of consumer acceptance measurement, a new indirect scaling method, the ‘Degree of Satisfaction-Difference (DOSD)’, was developed using a reminder design and signal detection theory (SDT). In DOSD, a product-specified ‘cognitive warm-up’ was used to evoke the consumer personal context and the internal evaluative criteria prior to product evaluation. In DOSD, each test product was presented together with a fixed-reference (identified as such) and consumers were asked to evaluate their satisfaction with the reference first with a sureness rating, and then to evaluate the test product for both absolute satisfaction and comparative satisfaction to the reference. The reliability of DOSD was tested against traditional hedonic scaling using an independent samples design of two consumer groups with equivalent cognitive reflection test profiles, each including High Reflection Thinkers (HRTs) and Low Reflection Thinkers (LRTs) in equal proportion. Each group tested two sets of skin lotions differing in product range, either using DOSD or hedonic scaling. When examining the affective discriminations of the two common products in terms of <I>d</I>′ values between product sets, the LRT subjects generated inconsistent responses with hedonic scaling, but reproducible responses with DOSD. The HRT subjects performed consistently using both scaling methods. These results validate DOSD’s superior reliability in affective tests and demonstrate its potential as an alternative consumer acceptance measurement to hedonic scaling.</P> <P><B>Highlights</B></P> <P> <UL> <LI> Degree of satisfaction-difference (DOSD) was developed using signal detection theory. </LI> <LI> DOSD is a reminder method modified for measuring consumer acceptance. </LI> <LI> The reliability of DOSD was tested against traditional hedonic scaling. </LI> <LI> With hedonic scaling, subjects defined as low reflection thinkers, showed product range effects. </LI> <LI> However, with DOSD, regardless of defined thinking style, results were reliable. </LI> </UL> </P>
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Kim, In-Ah,van Hout, Danielle,Lee, Hye-Seong Elsevier 2018 Food quality and preference Vol.68 No.-
<P><B>Abstract</B></P> <P>In the fast moving consumer goods industry, measuring consumer acceptance toward products is crucial for product development and marketing. Consumers are generally considered hedonists and, thus momentary hedonic scores are assumed to represent consumer acceptance. Yet for many product types, such as household care products, consumers might be considered utilitarian and their usage experience with the product might be equally important for consumer acceptance. To quantify consumer holistic product usage experience, a two-step signal detection rating-based satisfaction measure was used such that an independent signal detection theory index termed <I>d'<SUB>A</SUB> </I> (d-prime affect magnitude) could be computed for each product to represent consumer satisfaction with the usage experience and with the product itself. The objective of the present study was to investigate the effect of simultaneous attribute evaluation using the ‘double-faced applicability’ (DFA) test on product discrimination of this satisfaction measure. The conventional 10-point hedonic ratings with and without the DFA test were used as control methods for comparison. Results showed that significant product discriminations were observed only in the group who performed the satisfaction measure with the DFA test. Also, significant discriminations in quality attributes of the DFA test questionnaire were more frequently observed in the group that performed the satisfaction test than in those who performed the hedonic test. These results indicate that compared to using hedonic scores, the satisfaction test with the DFA has the potential to improve research on the quality predictors of household products.</P> <P><B>Highlights</B></P> <P> <UL> <LI> Signal detection-based satisfaction test was developed as an alternative to hedonic test. </LI> <LI> From satisfaction test, <I>d'<SUB>A</SUB> </I> for holistic product usage experience was computed. </LI> <LI> Satisfaction tests with and without ‘double-faced applicability’ test were compared with hedonic test. </LI> <LI> Satisfaction test with ‘double-faced applicability’ test showed the highest discrimination. </LI> <LI> Results of ‘double-faced applicability’ test were useful to understand the quality attributes of product usage experience. </LI> </UL> </P>
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