Universidade de São Paulo, Escola Superior de Agricultura "Luiz de Queiroz", Departamento de Agroindústria, Alimentos e Nutrição, Av. Pádua Dias 11, 13418-900 Piracicaba, São Paulo, Brazil.
Universidade de São Paulo, Escola Superior de Agricultura "Luiz de Queiroz", Departamento de Agroindústria, Alimentos e Nutrição, Av. Pádua Dias 11, 13418-900 Piracicaba, São Paulo, Brazil.
Food Res Int. 2019 Oct;124:147-155. doi: 10.1016/j.foodres.2018.08.007. Epub 2018 Aug 3.
The packaging colour is one of the main extrinsic factors related to sensory perception as it can alter the emotions evoked by the product and, therefore, influence the moment of purchasing a product. There are several methods used to analyse emotions, but the Temporal Dominance of Emotions (TDE) approach stands out. This method allows the study of the temporality of dominant emotions until eating a portion of the hamburger. The aim of this work was to use TDE and overall acceptance to study the dynamic of the emotions evoked by the packaging colour of hamburgers, from first sight of the packaging until eating of a portion of hamburger. The twelve attributes of emotion, determined previously via a focus group, were presented to the consumers to evaluate three different stimuli formed by three different coloured packaging (green, white and red) and the same hamburger. The results showed that acceptance alone is not sufficient to understand the choice of a product, most likely because it does not capture the emotions involved in the consumption of a hamburger. Significant differences were found in the dynamic perception of emotions influenced by the packaging colour along time, mainly during the first "packaging - consumer" contact. Finally, the study of the dynamics of emotions provided valuable and complementary information to overall acceptance.
包装颜色是与感官感知相关的主要外在因素之一，因为它可以改变产品所引起的情绪，从而影响购买产品的时刻。有几种用于分析情绪的方法，但“情绪主导时间（Temporal Dominance of Emotions，TDE）”方法最为突出。该方法可以研究从看到包装到吃下一部分汉堡的过程中主导情绪的时间性。本工作旨在使用 TDE 和整体接受度来研究从第一眼看到包装到吃下一部分汉堡的过程中，汉堡包装颜色所引起的情绪的动态变化。先前通过焦点小组确定的 12 个情绪属性被呈现给消费者，以评估由三种不同颜色的包装（绿色、白色和红色）和相同的汉堡组成的三种不同刺激。结果表明，仅接受度不足以理解产品的选择，这很可能是因为它没有捕捉到与食用汉堡相关的情绪。随着时间的推移，包装颜色对情绪的动态感知存在显著差异，主要发生在第一次“包装-消费者”接触期间。最后，对情绪动态的研究提供了有价值的、与整体接受度互补的信息。
