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 1 2013

Keywords

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

ASJC Scopus subject areas

Food Science
Nutrition and Dietetics

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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.",

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AU - Lee, Soo Yeun

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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.

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