Using text highlighting in product research: case study with kiwifruit in Singapore and Malaysia

COMPORTAMIENTO DEL CONSUMIDOR

KIWI (FRUTA)

BIBLIOGRAFIA NACIONAL QUIMICA

2023

Text highlighting is a new method for online sensory-consumer research where participants read a text while making use of highlighting functions to indicate content that they, respectively, ‘like’ and ‘dislike.’ In a recent series of papers, consumers have been found to approach the text highlighting task in a logical and systematic manner, and the results have been shown to deliver attitudinal insights about the focal topic that fit expectations. Building on the early successes of text highlighting, it was an obvious step to try to extend it to applications in product research which occupies a central role in sensory-consumer research. A case study with kiwifruit was performed with consumers in Singapore and Malaysia (n = 1140). Participants read a text (288 words, 19 sentences) which primarily described sensory, nutrition and health characteristics of green and gold kiwifruit. Focusing on 43 specific fruit characteristics, sentiment (difference between the frequency of ‘like’ and ‘dislike’ highlights) was higher for nutrition and health characteristics than for those describing sensory characteristics. Only the Chinese origin of kiwifruit and the hairy skin of green kiwifruit were negatively perceived overall. A novel use of penalty/lift analysis to identify the specific fruit characteristics that significantly influenced ex pected liking of kiwifruit confirmed the results based on sentiment scores. Moreover, a difference between the drivers of liking for gold and green kiwifruit was identified; the use of ‘like’ highlighting for sensory properties positively contributed to expected liking for gold kiwifruit only. The case study also demonstrated the potential to meaningfully segment consumers based on their highlighting responses to product specific characteristics. The results are discussed in the context of future applications of text highlighting in product research.

Food Quality and Preference v.104, 2023. -- e104741

Elsevier

2023

Información sobre Derechos de Autor

(Por favor lea este aviso antes de abrir los documentos u objetos)

La legislación uruguaya protege el derecho de autor sobre toda creación literaria, científica o artística, tanto en lo que tiene que ver con sus derechos morales, como en lo referente a los derechos patrimoniales con sujeción a lo establecido por el derecho común y las siguientes leyes (LEY 9.739 DE 17 DE DICIEMBRE DE 1937 SOBRE PROPIEDAD LITERARIA Y ARTISTICA CON LAS MODIFICACIONES INTRODUCIDAS POR LA LEY DE DERECHO DE AUTOR Y DERECHOS CONEXOS No. 17.616 DE 10 DE ENERO DE 2003, LEY 17.805 DE 26 DE AGOSTO DE 2004, LEY 18.046 DE 24 DE OCTUBRE DE 2006 LEY 18.046 DE 24 DE OCTUBRE DE 2006)

ADVERTENCIA - La consulta de este documento queda condicionada a la aceptación de las siguientes condiciones de uso: Este documento es únicamente para usos privados enmarcados en actividades de investigación y docencia. No se autoriza su reproducción con fines de lucro. Esta reserva de derechos afecta tanto los datos del documento como a sus contenidos. En la utilización o cita de partes debe indicarse el nombre de la persona autora.

PDF

8 p.

Inglés

Artículo

10.1016/j.foodqual.2022.104741

PDF