Comparison of bipolar and bivariate measurements of liking and disliking percepts in novel products

Han Sub Kwak; Byung Hak Ahn; Youngsoo Lee; Joseph Kreger; Soo Yeun Lee

doi:10.1016/j.foodqual.2013.07.002

Comparison of bipolar and bivariate measurements of liking and disliking percepts in novel products

Han Sub Kwak, Byung Hak Ahn, Youngsoo Lee, Joseph Kreger, Soo Yeun Lee

Research output: Contribution to journal › Article › peer-review

Abstract

The relationship between several positive and negative percepts has been demonstrated by psychological studies to be more bivariate than bipolar. The objective of the study was to compare the liking and disliking ratings generated from two unidirectional scales to a modified 9-point hedonic scale ratings to identify similarities and dissimilarities in the findings from the two different scaling methods. Three consumer acceptance tests were conducted with the 9-point liking and disliking unidirectional scales (LDUS) and the modified 9-point hedonic scale. The tested food products were soy-whole-grain beverages, Korean rice wines, and high protein snacks. Subjects demonstrated to have both liking and disliking percepts in the evaluation of novel food products. Only about 2% of the subjects had neutral perception by indicating "no opinion" on both LDUS. Statistical comparisons between the modified 9-point hedonic scale ratings and the LDUS ratings produced similar sample discrimination performance. Internal preference maps from the LDUS ratings provided supplementary interpretations by showing consumers' like patterns and dislike patterns toward samples separately.

Original language	English (US)
Pages (from-to)	328-335
Number of pages	8
Journal	Food Quality and Preference
Volume	30
Issue number	2
DOIs	https://doi.org/10.1016/j.foodqual.2013.07.002
State	Published - Dec 2013

Keywords

9-Point hedonic scale
Bipolar
Bivariate
Consumer acceptance test
Unidirectional scale

ASJC Scopus subject areas

Food Science
Nutrition and Dietetics

Online availability

10.1016/j.foodqual.2013.07.002

Library availability

Discover UIUC Full Text

Cite this

@article{fe611523a3ad47f59ecd26558f907456,

title = "Comparison of bipolar and bivariate measurements of liking and disliking percepts in novel products",

abstract = "The relationship between several positive and negative percepts has been demonstrated by psychological studies to be more bivariate than bipolar. The objective of the study was to compare the liking and disliking ratings generated from two unidirectional scales to a modified 9-point hedonic scale ratings to identify similarities and dissimilarities in the findings from the two different scaling methods. Three consumer acceptance tests were conducted with the 9-point liking and disliking unidirectional scales (LDUS) and the modified 9-point hedonic scale. The tested food products were soy-whole-grain beverages, Korean rice wines, and high protein snacks. Subjects demonstrated to have both liking and disliking percepts in the evaluation of novel food products. Only about 2% of the subjects had neutral perception by indicating {"}no opinion{"} on both LDUS. Statistical comparisons between the modified 9-point hedonic scale ratings and the LDUS ratings produced similar sample discrimination performance. Internal preference maps from the LDUS ratings provided supplementary interpretations by showing consumers' like patterns and dislike patterns toward samples separately.",

keywords = "9-Point hedonic scale, Bipolar, Bivariate, Consumer acceptance test, Unidirectional scale",

author = "Kwak, {Han Sub} and Ahn, {Byung Hak} and Youngsoo Lee and Joseph Kreger and Lee, {Soo Yeun}",

note = "Funding Information: This research was partially supported by Korea Food Research Institute (Seongnam-si, Kyonggi-do, Korea) , and the Illinois Soybean Association (Bloomington, IL, USA) . Copyright: Copyright 2013 Elsevier B.V., All rights reserved.",

year = "2013",

month = dec,

doi = "10.1016/j.foodqual.2013.07.002",

language = "English (US)",

volume = "30",

pages = "328--335",

journal = "Food Quality and Preference",

issn = "0950-3293",

publisher = "Elsevier Limited",

number = "2",

}

TY - JOUR

T1 - Comparison of bipolar and bivariate measurements of liking and disliking percepts in novel products

AU - Kwak, Han Sub

AU - Ahn, Byung Hak

AU - Lee, Youngsoo

AU - Kreger, Joseph

AU - Lee, Soo Yeun

N1 - Funding Information: This research was partially supported by Korea Food Research Institute (Seongnam-si, Kyonggi-do, Korea) , and the Illinois Soybean Association (Bloomington, IL, USA) . Copyright: Copyright 2013 Elsevier B.V., All rights reserved.

PY - 2013/12

Y1 - 2013/12

N2 - The relationship between several positive and negative percepts has been demonstrated by psychological studies to be more bivariate than bipolar. The objective of the study was to compare the liking and disliking ratings generated from two unidirectional scales to a modified 9-point hedonic scale ratings to identify similarities and dissimilarities in the findings from the two different scaling methods. Three consumer acceptance tests were conducted with the 9-point liking and disliking unidirectional scales (LDUS) and the modified 9-point hedonic scale. The tested food products were soy-whole-grain beverages, Korean rice wines, and high protein snacks. Subjects demonstrated to have both liking and disliking percepts in the evaluation of novel food products. Only about 2% of the subjects had neutral perception by indicating "no opinion" on both LDUS. Statistical comparisons between the modified 9-point hedonic scale ratings and the LDUS ratings produced similar sample discrimination performance. Internal preference maps from the LDUS ratings provided supplementary interpretations by showing consumers' like patterns and dislike patterns toward samples separately.

AB - The relationship between several positive and negative percepts has been demonstrated by psychological studies to be more bivariate than bipolar. The objective of the study was to compare the liking and disliking ratings generated from two unidirectional scales to a modified 9-point hedonic scale ratings to identify similarities and dissimilarities in the findings from the two different scaling methods. Three consumer acceptance tests were conducted with the 9-point liking and disliking unidirectional scales (LDUS) and the modified 9-point hedonic scale. The tested food products were soy-whole-grain beverages, Korean rice wines, and high protein snacks. Subjects demonstrated to have both liking and disliking percepts in the evaluation of novel food products. Only about 2% of the subjects had neutral perception by indicating "no opinion" on both LDUS. Statistical comparisons between the modified 9-point hedonic scale ratings and the LDUS ratings produced similar sample discrimination performance. Internal preference maps from the LDUS ratings provided supplementary interpretations by showing consumers' like patterns and dislike patterns toward samples separately.

KW - 9-Point hedonic scale

KW - Bipolar

KW - Bivariate

KW - Consumer acceptance test

KW - Unidirectional scale

UR - http://www.scopus.com/inward/record.url?scp=84881532620&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=84881532620&partnerID=8YFLogxK

U2 - 10.1016/j.foodqual.2013.07.002

DO - 10.1016/j.foodqual.2013.07.002

M3 - Article

AN - SCOPUS:84881532620

VL - 30

SP - 328

EP - 335

JO - Food Quality and Preference

JF - Food Quality and Preference

SN - 0950-3293

IS - 2

ER -

Comparison of bipolar and bivariate measurements of liking and disliking percepts in novel products

Abstract

Keywords

ASJC Scopus subject areas

Online availability

Library availability

Related links

Fingerprint

Cite this