Pleasantness, emotions and perceptions induced by coffee beverage experience depend on the consumption motivation (hedonic or utilitarian)
Pleasantness, emotions and perceptions induced by coffee beverage experience depend on the consumption motivation (hedonic or utilitarian)
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DOI：
10.1016/j.foodqual.2015.03.017
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发表时间：
2015-09-01
影响因子：
5.3
通讯作者：
Martin, Nathalie
中科院分区：
文献类型：
--
作者：
Labbe, David;Ferrage, Aurore;Martin, Nathalie
消费者消费特定食物或饮料的动机各不相同。例如，喝咖啡的动机可以是感官享受（享乐动机）或刺激（功能动机）。目前尚不清楚享乐主义与功利主义动机如何影响消费者与产品的互动。本研究的目的是研究这两种动机对消费者反应的影响（即愉悦感，情感，五种感官的重要性和满意度）在整个体验的咖啡饮料。60名参与者饮用咖啡饮料，无论是感官享受（SENS，n = 30）或刺激（STIM，n = 30）。考虑了产品体验的四个时刻：水加热、罐子处理、杯子准备和杯子饮用。参与者在每个时刻之后重复进行自我评价。SENS参与者比STIM参与者描绘了更高的积极情绪，即使两组在喝杯饮料后达到了相似的愉快程度，但在水加热和罐子处理时刻的愉快程度不同。不同感官的重要性和满意度也根据参与者喝咖啡饮料的动机而变化。营销的影响进行了讨论，在通信材料的发展，更强烈地吸引消费者的产品。(C)2015爱思唯尔有限公司版权所有。
Motivations to consume a given food or drink differ across consumers. For instance, coffee drinking can be motivated by sensory enjoyment (hedonic motivation) or by stimulation (functional motivation). Today it remains unknown how hedonic vs. utilitarian motivations impact consumer-product interaction. The objective of the present research was to study the impact of both motivations on consumer responses (i.e. pleasantness, emotions, and importance and satisfaction for each of the five senses) during the entire experience of a coffee beverage. Sixty participants drinking coffee beverage either for sensory enjoyment (SENS, n = 30) or to be stimulated (STIM, n = 30) were recruited. Four moments of the product experience were considered: water heating, jar handling, cup preparation and cup drinking. Self-ratings were repeatedly performed by the participants after each moment. SENS participants depicted higher positive emotions than STIM participants and even if similar levels of pleasantness were reached after cup drinking by both groups, levels of pleasantness at water heating and jar handling moments differed. The importance and satisfaction for the different senses also changed according to the participant motivation to drink the coffee beverage. Marketing implications are discussed in terms of communication materials development to more strongly engage consumers with the product. (C) 2015 Elsevier Ltd. All rights reserved.