Comparing emotional response to sensory properties of beer between the UK and Spain
Curtis Eaton The University of Nottingham, UK
Dr Carolina Chaya Technical University of Madrid, Spain
Prof Katherine Smart SABMiller plc, UK Prof Joanne Hort The University of Nottingham, UK
[email protected] ASBC Annual Meeting, Chicago | June 4th 2014 1 Why study emotional response?
Product differentiation
Product A Product B [email protected] ASBC Annual Meeting, Chicago | June 4th 2014 2 Why study emotional response?
Product differentiation
Product A Product B [email protected] ASBC Annual Meeting, Chicago | June 4th 2014 3 Emotions and sensory properties
• Previous research has shown that differences in emotional response are found within product categories
Thomson et al. (2010) Ng et al. (2013) Chaya et al. (submitted)
[email protected] ASBC Annual Meeting, Chicago | June 4th 2014 4 Emotions and sensory properties
• Previous research has shown that differences in emotional response are found within product categories
Thomson et al. (2010) Ng et al. (2013) Chaya et al. (submitted)
• Sensory properties have been implicated in driving emotional response
[email protected] ASBC Annual Meeting, Chicago | June 4th 2014 5 Emotional response across cultures
• Very little research into emotional response across cultures
• Implications for global products
• Different beer consumption behaviours in Spain and the UK
[email protected] ASBC Annual Meeting, Chicago | June 4th 2014 6 Research question
Do sensory properties of beer elicit the same emotional responses across cultures?
[email protected] 7 Controlling sensory properties
1 Control Commercial lager 2 Bitter Aroxa iso-α-acids 3 Hoppy Aroxa kettle hop extract 4Lightstruck Aroxa 3-methyl-2-butene-1-thiol 5 Isoamyl acetate Aroxa isoamyl acetate 6DMS Aroxa dimethyl sulphide
7Low CO2 Decarbonated 8 Sweet Dextrose
9 Non-alcohol control Commercial non-alcohol lager 10 High alcohol Ethanol • Samples were evaluated by an expert beer sensory panel • Each manipulation was found to be significantly different to the control for the relevant sensory property [email protected] ASBC Annual Meeting, Chicago | June 4th 2014 8 Generating emotion lexicons
• Verbal self-report
• Focus groups of consumers in each country
• Nostálgico • Happy • Placentero • Content • Positivo • Disappointed
[email protected] ASBC Annual Meeting, Chicago | June 4th 2014 9 Lexicons
Spain (44 terms) United Kingdom (43 terms)
Aburrido Desilusionado/ Intenso Alarmed Excited Relaxed Agradabledesencantado Ligero/suave/flojo Bored Fulfilled Relieved
Alegre/chispeante/ Desmotivado Mal Calm Fun Repulsed/repelled contento Divertido Natural Cheated Good Safe
Amistoso Emocionado Negativo Comfortable Happy Satisfied
Animado Engañado Nostálgico Comforted Horrible Shocked
Ansioso Esperado/normal Placentero Confused Impressed Strange/weird
Apetecible Extrañado/raro/atípico Positivo Content Interested Tame
Asqueado/disgustado Festivo Potente Curious Nice Underwhelmed
Auténtico Fresco Reacio/rechazo/ Desirous Nostalgic Unpleasant repulsión Clásico Fuerte Disappointed Optimistic Unpleasantly Conforme Inapetente Relajado/tranquilo Disgusted Overwhelmed surprised
Contrariado Incómodo Satisfecho Dissatisfied Pleasant Want
Curioso Indeseable Sorprendido/ Enjoyment Pleasantly surprised Warm Decepcionado Indiferente inesperado Enthusiastic Pleased
Desagradable Insatisfecho Tradicional [email protected] ASBC Annual Meeting, Chicago | June 4th 2014 10 Emotion categories
Linguistic checks and cluster analysis were used to group similar terms into emotion categories: Spain 1) Disillusionment United Kingdom 2) Disappointment 1) Disconfirmation 3) Disgust 2) Disgust 4) Nostalgia 3) Shock 5) Pleasure 4) Tame/Safe 6) Desire 5) Nostalgia 7) Classic 6) Contentment 8) Fun 7) Excitement 9) Excitement 8) Boredom 10)Mildness 9) Underwhelmed 11)Indifference 12)Intensity
[email protected] ASBC Annual Meeting, Chicago | June 4th 2014 11 Emotion categories
Linguistic checks and cluster analysis were used to group similar terms into emotion categories: Spain 1) Disillusionment United Kingdom 2) Disappointment 1) Disconfirmation 3) Disgust 2) Disgust 4) Nostalgia 3) Shock 5) Pleasure 4) Tame/Safe 6) Desire • Happy/cheerful 5) Nostalgia 7) Classic • Lively 6) Contentment • 8) Fun Curious 7) Excitement • Enjoyment 8) Boredom 9) Excitement • Festive 10)Mildness 9) Underwhelmed 11)Indifference 12)Intensity
[email protected] ASBC Annual Meeting, Chicago | June 4th 2014 12 Emotion categories
Linguistic checks and cluster analysis were used to group similar terms into emotion categories: Spain 1) Disillusionment United Kingdom • Calm 1) Disconfirmation 2) Disappointment • Comfortable 2) Disgust 3) Disgust • Comforted 4) Nostalgia • Content 3) Shock 5) Pleasure • Enjoyment 4) Tame/Safe 6) Desire • Good 5) Nostalgia 7) Classic • Happy 6) Contentment 8) Fun • Nice 7) Excitement • Pleasant 9) Excitement 8) Boredom • Pleased 9) Underwhelmed 10)Mildness • Relaxed 11)Indifference • Satisfied 12)Intensity
[email protected] ASBC Annual Meeting, Chicago | June 4th 2014 13 Consumer study
n = 113 (Spain) Disappointed / Dissatisfied / Unpleasantly surprised n = 109 (UK) Very low Very high
Tame / Safe
144 Very low Very high
Disgusted / Horrible / Repulsed / Repelled / Unpleasant
Very low Very high
[email protected] ASBC Annual Meeting, Chicago | June 4th 2014 14 Principal Components Analysis
Spain 1 Mildness Indifference
PCA is a statistical procedure to show Nostalgia 0 Disillusionment the underlying Pleasure Disappointment Desire
F2 (22.69 %) Classic Disgust structure of the Fun Excitement data
Intensity -1 -1 0 1 F1 (72.65 %)
[email protected] ASBC Annual Meeting, Chicago | June 4th 2014 15 Principal Components Analysis
Spain 1 Mildness Indifference
Unpleasant Nostalgia Disillusionment 0 Pleasure Disappointment Desire
F2 (22.69 %) Classic Disgust Pleasant Fun Excitement
Intensity -1 -1 0 1 F1 (72.65 %)
[email protected] ASBC Annual Meeting, Chicago | June 4th 2014 16 Principal Components Analysis
Spain 1 Low Mildness Indifference engagement
Unpleasant Nostalgia Disillusionment 0 Pleasure Disappointment Desire
F2 (22.69 %) Classic Disgust Pleasant Fun Excitement
High Intensity engagement -1 -1 0 1 F1 (72.65 %)
[email protected] ASBC Annual Meeting, Chicago | June 4th 2014 17 Principal Components Analysis
United Kingdom Spain 1 1 Underwhelmed Mildness Indifference Boredom
Tame/Safe Disconfirmation Disgust Nostalgia 0 0 Disillusionment Pleasure Disappointment Nostalgia Shock Desire F2 (22.69 %) F2 (19.61 %) (19.61 F2 Classic Disgust Contentment Fun Excitement Excitement
Intensity -1 -1 -1 0 1 -1 0 1 F1 (75.03 %) F1 (72.65 %)
[email protected] ASBC Annual Meeting, Chicago | June 4th 2014 18 Multiple Factor Analysis
1 Low MFA is a engagement Indifference statistical Mildness technique to
compare Disillusionment Tame/Safe Underwhelmed Excitement Disappointment multiple data Boredom Contentment Disgust Nostalgia sets 0 Shock•
F2 (15.02 %) Disconfirmation Spain Nostalgia Disgust • Pleasure Desire Classic Fun • United Kingdom Excitement
RV coefficient = 0.763 Intensity High engagement -1 -1 0 1 Pleasant F1 (71.51 %) Unpleasant [email protected] ASBC Annual Meeting, Chicago | June 4th 2014 19 Unpleasant emotion categories
60 Spain United Kingdom C C
C Control 50
Bitter B B 40 AB Hoppy Mean % Mean scale Non-alcohol control 30 A A A A High alcohol
20 DisDisgustgust ((Spain)Spain) DisDisgustgust ((UK)UK) [email protected] ASBC Annual Meeting, Chicago | June 4th 2014 20 Unpleasant emotion categories
60 Spain United Kingdom C C
C Control 50
Bitter B B 40 AB Hoppy Mean % Mean scale Non-alcohol control 30 A A A A High alcohol
20 DisDisgustgust ((Spain)Spain) DisDisgustgust ((UK)UK) [email protected] ASBC Annual Meeting, Chicago | June 4th 2014 21 Unpleasant emotion categories
60 Spain United Kingdom C C
C Control 50
Bitter B B 40 AB Hoppy Mean % Mean scale Non-alcohol control 30 A A A A High alcohol
20 DisDisgustgust ((Spain)Spain) DisDisgustgust ((UK)UK) [email protected] ASBC Annual Meeting, Chicago | June 4th 2014 22 Unpleasant emotion categories
60 Spain United Kingdom C C
C Control 50
Bitter B B 40 AB Hoppy Mean % Mean scale Non-alcohol control 30 A A A A High alcohol
20 DisDisgustgust ((Spain)Spain) DisDisgustgust ((UK)UK) [email protected] ASBC Annual Meeting, Chicago | June 4th 2014 23 Pleasant emotion categories
60 Spain United Kingdom
B Control
50 B B Bitter B
A 40 Hoppy A A Mean % Mean scale A Non-alcohol A A control 30 High alcohol
20 FunFun (Spain) (Spain)Contentment Pleasure (UK) (UK) [email protected] ASBC Annual Meeting, Chicago | June 4th 2014 24 Pleasant emotion categories
60 Spain United Kingdom
B Control
50 B B Bitter B
A 40 Hoppy A A Mean % Mean scale A Non-alcohol A A control 30 High alcohol
20 FunFun (Spain) (Spain)Contentment Pleasure (UK) (UK) [email protected] ASBC Annual Meeting, Chicago | June 4th 2014 25 Pleasant emotion categories
60 Spain United Kingdom
B Control
50 B B Bitter B
A 40 Hoppy A A Mean % Mean scale A Non-alcohol A A control 30 High alcohol
20 FunFun (Spain) (Spain)Contentment Pleasure (UK) (UK) [email protected] ASBC Annual Meeting, Chicago | June 4th 2014 26 Low engagement emotion categories
60 Spain United Kingdom
C C Control
50 Bitter B B 40 Hoppy AB
Mean % Mean scale AB AB AB Non-alcohol A A control 30 High alcohol
20 MildnessMildness (Spain)(Spain) UnderwhelmedUnderwhelmed (UK)(UK) [email protected] ASBC Annual Meeting, Chicago | June 4th 2014 27 Low engagement emotion categories
60 Spain United Kingdom
C C Control
50 Bitter B B 40 Hoppy AB
Mean % Mean scale AB AB AB Non-alcohol A A control 30 High alcohol
20 MildnessMildness (Spain)(Spain) UnderwhelmedUnderwhelmed (UK)(UK) [email protected] ASBC Annual Meeting, Chicago | June 4th 2014 28 Intensity (high engagement)
70 Spain C
Control
60 B B Bitter
50 Hoppy
A 40 Mean % % Mean scale A Non-alcohol control
30 High alcohol
20 IntensityIntensity (Spain) [email protected] ASBC Annual Meeting, Chicago | June 4th 2014 29 Intensity (high engagement)
70 Spain C
Control
60 B B Bitter
50 Hoppy
A 40 Mean % % Mean scale A Non-alcohol control
30 High alcohol
20 IntensityIntensity (Spain) [email protected] ASBC Annual Meeting, Chicago | June 4th 2014 30 Intensity (high engagement)
70 Spain C
Control
60 B B Bitter
50 Hoppy
A 40 Mean % % Mean scale A Non-alcohol control
30 High alcohol
20 IntensityIntensity (Spain) [email protected] ASBC Annual Meeting, Chicago | June 4th 2014 31 Summary
Do sensory properties of beer elicit the same emotional responses across cultures?
[email protected] ASBC Annual Meeting, Chicago | June 4th 2014 32 Summary
Do sensory properties of beer elicit the same emotional responses across cultures?
• Similarities across cultures in pleasantness
[email protected] ASBC Annual Meeting, Chicago | June 4th 2014 33 Summary
Do sensory properties of beer elicit the same emotional responses across cultures?
• Similarities across cultures in pleasantness
• Engagement is a more integral part of the emotional experience of a product in Spain than the UK
[email protected] ASBC Annual Meeting, Chicago | June 4th 2014 34 Summary
Do sensory properties of beer elicit the same emotional responses across cultures?
• Similarities across cultures in pleasantness
• Engagement is a more integral part of the emotional experience of a product in Spain than the UK
• There is a need to understand variation in emotional response across cultures in global products
[email protected] ASBC Annual Meeting, Chicago | June 4th 2014 35 Happiness from hoppiness?
• No!
• Disgust and mildness from hoppiness in Spain
• No difference to control in the UK
[email protected] ASBC Annual Meeting, Chicago | June 4th 2014 36 Happiness from hoppiness?
• No!
• Disgust and mildness from hoppiness in Spain
• No difference to control in the UK
• Indeed, manipulation of any of the selected sensory properties in this study did not increase consumer happiness
[email protected] ASBC Annual Meeting, Chicago | June 4th 2014 37 Thank you
Questions?
[email protected] ASBC Annual Meeting, Chicago | June 4th 2014 38