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RISS 인기검색어
- 검색키워드
- 저자 : Dessirier, Jean-Marc (검색결과 2 건)
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Kim, M.A.,Dessirier, J.M.,van Hout, D.,Lee, H.S. Longman Scientific Technical ; Elsevier Science Pu 2015 Food quality and preference Vol.41 No.-
For simple hedonic ratings, product range effects often limit the reliability and accuracy of consumer affective discriminations among multiple products. In the present study, a cognitive warm-up (CWU) procedure was applied to consumer acceptance tests in order to stabilize consumers' evaluative criteria by evoking their personal evaluation context. The effects of such procedure on the robustness of the affective product discriminations were investigated using two sets of comparison experiments, each using a related samples design. Consumers with equivalent sensory preference profile for skin lotions were screened and divided into High Reflection Thinkers (HRT) and Low Reflection Thinkers (LRT) using the Cognitive Reflection Test. They were then randomly, but evenly assigned to either a treatment (Group I) or a control (Group II) group, in which hedonic rating was performed either with or without the preceding CWU procedure, thus forming four sub-groups (treatment group-HRT, treatment group-LRT, control group-HRT, and control group-LRT subjects). For each sub-group, discriminability between the two chosen products in terms of d' value was compared across the two experimental conditions consisting of different product ranges. The results indicated that only in the control group-LRT subjects, the two conditions displayed different product discrimination. It suggests that for LRT subjects who are assumed to be more intuitive and thus might be more vulnerable to such product range effects, the CWU had a stabilizing effect on the evaluative criteria, resulting in more robust product discrimination.
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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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