Consumer segmentation based on product-elicited emotional associations: Case studies using the circumplex-inspired valence × arousal emotion word questionnaire (CEQ)
2022
Jaeger, Sara R. | Vidal, Leticia | Chheang, Sok L. | Ryan, Grace S. | Ares, Gaston
Product-focused emotion research remains popular and continues to advance, both with respect to product insights and methods for obtaining these. The present research primarily contributes to the latter by showcasing consumer segmentation based on product-elicited emotional associations obtained using the circumplex-inspired valence × arousal single-response emotion word questionnaire (CEQ). This gives rise to three-way data, where responses from each consumer can be represented by a matrix of p products × 12 emotion word pairs. A multi-study (n = 6) strategy was pursued in the present research, with 197 to 1014 people per study. Four of the six studies used tasted products and two studies used written stimuli (i.e., names of foods and beverages). For each study two or three emotion-based clusters were retained, and the differences between these could be classified into three patterns: i) differences in the emotional associations with specific sensory characteristics (tasted products); ii) differences in the emotional associations of the category (tasted products); and iii) differences mainly driven by liking (written stimuli). Fitting expectations, differences between emotion-based clusters within a study extended beyond the insights gained from liking scores. Taken together, the results from the six case studies suggest that consumer segmentation based on emotional responses deserves further exploration.
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