How does it make me feel? A consumer's satisfaction response to food products.

摘要

This two-part study finds that consumers form expectations about how food products will make them feel, they experience emotions when consuming food, and they use those emotions to determine their level of satisfaction with the food product. In thefirst study, 55 [US] participants engaged in an hour-long taste test and survey. It was found that even when it was strongly suggested they focus on the functional benefits and outcomes of the product, consumers still reported experiencing emotional outcomes when they used the product. Further, they used those emotional reactions to help form their satisfaction response. In the second study, another 55 participants engaged in a separate hour-long taste test and survey. Here, consumers were free to focuson the emotional aspects of product use. As a consequence, consumers formed emotional expectations, experienced emotional outcomes, and formed satisfaction judgments based on emotional criteria.