Understanding the perception of consumers through different affective scales and their interactions: A case study with strawberries

Michele Nayara  Ribeiro; Ana Carla Marques  Pinheiro; Mariana  Resende; Renato Ribeiro de  Lima; Marcelo Ângelo Cirillo

doi:10.4025/actascitechnol.v48i1.73276

Authors

Michele Nayara Ribeiro Universidade Federal de Lavras https://orcid.org/0000-0003-1036-6551
Ana Carla Marques Pinheiro Universidade Federal de Lavras https://orcid.org/0000-0002-3441-5285
Mariana Resende Universidade Federal de Lavras
Renato Ribeiro de Lima Universidade Federal de Lavras https://orcid.org/0000-0003-4607-4964
Marcelo Ângelo Cirillo Universidade Federal de Lavras https://orcid.org/0000-0002-2647-439X

DOI:

https://doi.org/10.4025/actascitechnol.v48i1.73276

Keywords:

Hedonic scale; scale of the ideal; acceptance; expectation; satisfaction; sensory analysis.

Abstract

Affective scales play a crucial role in determining product quality by accurately measuring consumers’ sensory and attitudinal responses. This study aimed to assess consumer behavior towards strawberries using various affective scales and measures. A total of 715 consumers evaluated 30 strawberry samples using different affective measures. Linear 9 cm scales gauged fondness and expectations, while ideal scales determined sweetness, juiciness, and acidity preferences. Results showed these attributes directly influenced consumer acceptance, satisfaction, and purchase intent. Optimal indices for sweetness, juiciness, and acidity were 5.08, 5.58, and 4.90, respectively. These findings allow for a comprehensive understanding of consumer perceptions and strawberry quality. Moreover, the study highlights the importance of utilizing diverse affective scales in product evaluation, offering insights for potential product development.

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