Abstract Successful product development and marketing necessitate a study of the consumer concept of culture-specific or deep-positioned branded food. In this study, a new consumer test method was designed based on an authenticity test and used as a reference frame for the target concept without an upsetting story. The response format of this method included the metacognitive certainty response following the sensory authenticity response using the A-Not A test procedure. The method was applied to study the concept of goso flavor, as perceived by 91 female consumers with three commercial soymilk products, having each consumer evaluate each product 45 times over three days. The repeated responses of sensory authenticity were analyzed as mean scores and signal detection theory (SDT) d-prime (d′) values of the product difference. From the metacognitive certainty responses after the sensory authenticity response, a new quantitative group measure of d-prime metacognition (d′MC) was calculated in the SDT context and compared with the other outputs. The measure ranged from negative to positive values, indicating a mismatch to a match for the concept of each product. Data analyses were conducted on both pooled data and segmented data, which was driven from the results of cluster analyses using the mean sensory authenticity scores and SDT C values (estimates of response bias about the concept tested). The results showed that d′MC of each product corresponded to the mean scores and d′ with the advantage of easy interpretation. Overall, d′MC can be a useful group measure for studying the consumer concept towards food and beverages.

中文翻译：

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基于元认知确定性的消费者测试新方法探索

摘要 成功的产品开发和营销需要研究特定文化或深层品牌食品的消费者概念。在这项研究中，基于真实性测试设计了一种新的消费者测试方法，并将其用作目标概念的参考框架，没有令人不安的故事。该方法的响应格式包括使用 A-Not A 测试程序的感官真实性响应之后的元认知确定性响应。该方法用于研究 goso 风味的概念，91 位女性消费者对三种商业豆奶产品的感知，让每位消费者在三天内对每种产品进行 45 次评估。感官真实性的重复反应被分析为产品差异的平均分数和信号检测理论 (SDT) d-prime (d') 值。根据感官真实性响应后的元认知确定性响应，在 SDT 上下文中计算了一个新的 d-prime 元认知 (d'MC) 定量组度量，并与其他输出进行了比较。度量范围从负值到正值，表明每个产品的概念不匹配到匹配。对汇总数据和分段数据进行了数据分析，这些数据是从使用平均感官真实性分数和 SDT C 值（对测试概念的响应偏差估计）的聚类分析结果驱动的。结果表明，各产品的 d'MC 与平均分和 d' 相对应，具有易于解释的优点。总体而言，d'MC 可以成为研究消费者对食品和饮料概念的有用的群体度量。