Emotion Measurements and Application to Product and Packaging Development

The collection of emotional responses in sensory and consumer studies has become more and more frequent in the last 10 years. This chapter aims at presenting the current state of emotions research in food product and packaging development, discussing pros and cons of the available tools to measure consumer emotions, from explicit to implicit methods and applied consumer neuroscience tools. The chapter will bring into focus the relationship between emotions elicited by a food product considering all its different aspects, from its intrinsic sensory qualities to the packaging and branding. The impacts of emotions on expectations in consumer experience of a product will be discussed, and a case study will be presented.