Identifying Differences in Coffee Consumers Using Hedonics, Emotion
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IDENTIFYING DIFFERENCES IN COFFEE CONSUMERS USING HEDONICS, EMOTION, COFFEE INVOLVEMENT, AND SELF-IDENTITY by ERICA KENNEY (Under the Direction of Koushik Adhikari) ABSTRACT Coffee consumers differ in the importance and value they place in high-quality coffee. Focus groups revealed that coffee choices are influenced by habit, familiarity, meaning and significance, price, and one’s identity as it relates to coffee. Emotional consumer tests were performed with three different qualities of coffee, leading to the identification of four consumer clusters that varied in their degree of “involvement” with coffee. “Typical coffee drinkers” and “uninterested coffee drinkers” did not care strongly about coffee, while “coffee lovers” loved all coffee and “coffee snobs” were choosey and discriminative about their coffee. Self-identified coffee connoisseurs were no more likely to consume high-quality coffee than non-connoisseurs, suggesting that self-selecting an identity may say more about consumers wish to convey versus their true consumption habits. The most important emotional qualities consumers seek in their coffee relate to gratification, calming, focusing, the absence of disgust, and general positive emotions. INDEX WORDS: Coffee, Emotions, Involvement, Connoisseur IDENTIFYING DIFFERENCES IN COFFEE CONSUMERS USING HEDONICS, EMOTION, COFFEE INVOLVEMENT, AND SELF-IDENTITY by ERICA LYNN KENNEY B.S., University of California, Davis, 2013 A Thesis Submitted to the Graduate Faculty of the University of Georgia in Partial Fulfillment of the Requirements for the Degree MASTER OF SCIENCE ATHENS, GEORGIA 2016 © 2016 Erica Kenney All Rights Reserved IDENTIFYING DIFFERENCES IN COFFEE CONSUMERS USING HEDONICS, EMOTION, COFFEE INVOLVEMENT, AND SELF-IDENTITY by ERICA KENNEY Major Professor: Koushik Adhikari Committee: Kirk Kealey Gabriela Sanchez Brambila Electronic Version Approved: Suzanne Barbour Dean of the Graduate School The University of Georgia May 2016 DEDICATION I’d like to dedicate my thesis to the town of Griffin, Georgia. This past year has certainly left an impression on me. Thank you, Griffin, for the many new experiences I will hold in my heart. iv ACKNOWLEDGEMENTS What an exciting journey this has been. I couldn’t have done any of this, of course, without my fantastic advisor Dr. Koushik Adhikari. I still maintain that choosing him as a mentor was one of the best decisions I’ve ever made. His sense of humor and helpful guidance has made the whole thesis process much more enjoyable. I also want to thank my other two committee members Dr. Kirk Kealey and Dr. Gaby Sanchez-Brambila for their support and encouragement. In addition I can’t forget to thank my lab manager Paula Scott and post-doc Uyen Phan for being there every step of the way. I would also like to extend my gratitude to the people that have been my cheerleaders throughout the whole grad school process. It’s been great to laugh and commiserate with my grad school friends and all the other wonderful folks I’ve met in Georgia along the way. Y’all are beautiful. It’s hard to believe my two year stint in the South is almost up. And finally, I want to express my profound appreciation for my wonderful parents, Ann Coombs-Kenney and Gary Kenney, as well as my best friend Becca Freeman, my foodie mentor and friend Sean LaFond and my amazing partner Diego Anguiano. I’m so lucky to have such supportive, caring people in my life. v TABLE OF CONTENTS Page ACKNOWLEDGEMENTS .............................................................................................................v LIST OF TABLES ....................................................................................................................... viii LIST OF FIGURES ...................................................................................................................... xii LIST OF TABLES ........................................................................................................................ xii CHAPTERS 1 INTRODUCTION ............................................................................................................1 2 IDENTIFYING AND QUANTIFYING EMOTIONS DURING FOOD CONSUMPTION ...............................................................................................................3 Abstract ....................................................................................................................4 Introduction ..............................................................................................................5 Emotion Measurement Instruments .........................................................................7 Lexicon Generation ................................................................................................10 Summary of Recent Research on Emotional Measurement ..................................11 Conclusions ............................................................................................................14 References ..............................................................................................................15 3 EMOTIONS AND THE COFFEE DRINKING EXPERIENCE ...................................19 Abstract ..................................................................................................................20 Introduction ............................................................................................................21 Why study food-evoked emotions? .......................................................................21 What is an emotion and where does it come from? ...............................................22 How do we measure emotions? .............................................................................23 vi Development of the initial emotion lexicon for coffee drinking experience (CDE)…………………………………………………………………………….24 Application of the initial lexicon to six coffee samples .........................................26 Correlating emotion with coffee consumption habits ............................................30 Using Wordle to generate a word cloud ................................................................32 Sensory drivers for emotion ...................................................................................33 Conclusion ............................................................................................................33 References .............................................................................................................35 4 LITERATURE REVIEW ..............................................................................................37 Choosing Coffee ....................................................................................................37 Factors Influencing Food Choice ...........................................................................39 Identity and Food Choice .......................................................................................40 Determinants of Coffee Quality .............................................................................43 History of Coffee in the U.S. .................................................................................45 Coffee Connoisseurs ..............................................................................................47 Coffee Involvement ...............................................................................................52 References .............................................................................................................53 5 MATERIALS AND METHODS ....................................................................................58 Focus groups ..........................................................................................................58 Consumer Tests ......................................................................................................60 References ..............................................................................................................65 6 FOCUS GROUPS RESULTS AND DISCUSSION ......................................................66 Results ....................................................................................................................66 vii Discussion ..............................................................................................................82 Conclusion .............................................................................................................88 Limitations .............................................................................................................88 References ..............................................................................................................90 7 WHO CARES ABOUT HIGH QUALITY COFFEE? AN ANALYSIS OF COFFEE INVOLVEMENT AND EMOTIONS WITH DIFFERENT CATEGORIES OF COFFEE CONSUMERS .............................................................................................93 Abstract ..................................................................................................................94 Introduction ............................................................................................................95 Materials and Methods ...........................................................................................98 Results and Discussion ........................................................................................104 Conclusions ..........................................................................................................125