Abstract In the last decade, considerable interest was given to the measurement of emotional responses to samples. Such measures were designed to go beyond liking and better understand how the actual product, with or without a context, could elicit positive of negative emotions that help inform overall product performance. Products can be optimised according to their emotions profile as well as their sensory profile, and such information is valuable from a marketing point of view as it opens new doors for advertising, claims, etc. What needs further investigation is how relevant and how valid this information is. In recent studies, it was argued that emotional responses are not so much driven by the samples themselves, but by the context gravitating around the samples and around the assessors. To better understand the consumers’ self-reported emotional responses, the same 4 beer samples were evaluated in 5 different test conditions including a Central Location Test, a real and a re-created pub, and 2 Virtual Reality situations (VR goggles projecting a 360° video and VR combining 3D modelling and 360° photos) simulating a pub experience. For each condition, a CATA task including 11 emotion terms was performed by just over 100 consumers. The direct impact of the samples on the emotional responses were first evaluated overall, before being compared between test conditions and using the test settings (presentation order). The results show that although the samples were quite similar, they conveyed different emotional responses to the consumers. However, these emotional responses seem less strong than the one conveyed by the different test situations, or even the test settings. The presentation order, for instance, appears to play an important and consistent role on the emotional responses.

中文翻译：

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不同测试条件对啤酒引发的情绪反应的影响

摘要 在过去的十年中，人们对测量对样本的情绪反应产生了相当大的兴趣。此类措施旨在超越喜欢并更好地了解实际产品如何在有或没有上下文的情况下引发积极的消极情绪，从而有助于告知整体产品性能。产品可以根据他们的情绪特征和感官特征进行优化，从营销的角度来看，这些信息很有价值，因为它为广告、索赔等打开了新的大门。需要进一步调查的是这些信息的相关性和有效性信息是。在最近的研究中，有人认为情绪反应不是由样本本身驱动的，而是由围绕样本和评估者的背景所驱动的。为了更好地了解消费者自我报告的情绪反应，在 5 种不同的测试条件下对相同的 4 种啤酒样品进行了评估，包括中央位置测试、真实和重新创建的酒吧以及 2 种虚拟现实情况（VR 护目镜投射 360 ° 视频和 VR 结合 3D 建模和 360° 照片）模拟酒吧体验。对于每个条件，包括 11 个情感术语的 CATA 任务由超过 100 名消费者执行。样本对情绪反应的直接影响首先进行整体评估，然后在测试条件和使用测试设置（呈现顺序）之间进行比较。结果表明，尽管样本非常相似，但它们向消费者传达了不同的情绪反应。然而，这些情绪反应似乎不如不同测试情况甚至测试设置所传达的强烈。例如，呈现顺序似乎对情绪反应起着重要且一致的作用。