Using temporal dominance of emotions at home. Impact of coffee advertisements on consumers' behavior and methodological perspectives

摘要

During the last decade, Temporal Dominance of Sensations (TDS) has been used successfully to describe food products dynamically in a large set of studies (Schlich, 2017). Recently, Temporal Dominance of Emotions (TDE; Jager et al., 2014) was proposed as an extension of TDS, replacing sensory attributes with emotions. Until now, TDE methodology has been applied only to evaluate food products with uncontrolled underlying stimuli and intrinsic complexity.