Abstract According to the incentive salience hypothesis framework (Berridge, 2007, 2012; Berridge & Robinson, 1998, 2003; Berridge, Robinson, & Aldridge, 2009), wanting and liking can be dissociated, suggesting that two products having similar liking levels could trigger different wanting behaviors in consumers. Defined as a motivational state that promotes approach toward and consumption of rewarding stimuli, wanting can be measured through the Pavlovian instrumental transfer (PIT) procedure. Having emerged from animal models, the PIT procedure aims to measure the effort exerted by an organism (consumer) to obtain a particular reward (product). By adapting and optimizing existing human PIT procedures, we developed LikeWant, an innovative behavioral method that measures consumers’ motivation to pursue flavors and fragrances as rewards. Two studies were conducted to test the sensitivity of the LikeWant procedure. In the first experiment, we investigated the sensitivity of the LikeWant procedure to measure wanting for a pleasant odor with odorless air as a neutral control. In the second experiment, we assessed the ability of the LikeWant procedure to simultaneously measure wanting for two competing fine fragrances. The results showed that the LikeWant procedure is able to (1) measure wanting for a pleasant odor with odorless air as a neutral control condition and (2) discriminate between two fine fragrances on the basis of their rewarding properties, potentially enabling the use of the procedure in consumer studies.

中文翻译：

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LikeWant：一种衡量对香精和香水的内隐需求的新方法

摘要 根据激励显着性假设框架（Berridge, 2007, 2012; Berridge & Robinson, 1998, 2003; Berridge, Robinson, & Aldridge, 2009），想要和喜欢可以分离，这表明具有相似喜欢水平的两种产品可以触发消费者的不同需求行为。被定义为促进接近和消费奖励刺激的动机状态，可以通过巴甫洛夫工具转移（PIT）程序来衡量想要。PIT 程序从动物模型中脱颖而出，旨在衡量有机体（消费者）为获得特定奖励（产品）而付出的努力。通过调整和优化现有的人类 PIT 程序，我们开发了 LikeWant，这是一种创新的行为方法，用于衡量消费者追求香精作为奖励的动机。进行了两项研究来测试 LikeWant 程序的敏感性。在第一个实验中，我们研究了 LikeWant 程序的敏感性，以测量对宜人气味的需求，并以无味空气作为中性对照。在第二个实验中，我们评估了 LikeWant 程序同时测量对两种竞争精美香水的需求的能力。结果表明，LikeWant 程序能够 (1) 以无味的空气作为中性控制条件来测量对令人愉悦的气味的需求，以及 (2) 根据其有益的特性区分两种精美的香味，从而有可能使用消费者研究中的程序。我们调查了 LikeWant 程序的敏感性，以测量对宜人气味的需求，并以无味空气作为中性对照。在第二个实验中，我们评估了 LikeWant 程序同时测量对两种竞争精美香水的需求的能力。结果表明，LikeWant 程序能够 (1) 以无味的空气作为中性控制条件来测量对令人愉悦的气味的需求，以及 (2) 根据其有益的特性区分两种精美的香味，从而有可能使用消费者研究中的程序。我们调查了 LikeWant 程序的敏感性，以测量对宜人气味的需求，并以无味空气作为中性对照。在第二个实验中，我们评估了 LikeWant 程序同时测量对两种竞争精美香水的需求的能力。结果表明，LikeWant 程序能够 (1) 以无味的空气作为中性控制条件来测量对令人愉悦的气味的需求，以及 (2) 根据其有益的特性区分两种精美的香味，从而有可能使用消费者研究中的程序。