Projective mapping based on choice or preference: an affective approach to projective mapping

Varela, P., Berget, I., Hersleth, M., Carlehög, M., Asioli, D. ORCID: https://orcid.org/0000-0003-2274-8450 and Næs, T. (2017) Projective mapping based on choice or preference: an affective approach to projective mapping. Food Research International, 100 (Part 2). 241 - 251. ISSN 0963-9969

Abstract/Summary

This work explores a new affective approach to projective mapping, based on consumers' choices or preferences. Two sessions, one week apart, were performed with the same consumers, using whole bread as a case study. Overall liking ratings (OL) were gathered in blind conditions and samples were also profiled by a trained panel using generic descriptive analysis. Three projective mapping tests were performed in different scenarios. Consumers' categorization and product descriptions were explored when consumers based their positioning on the products' similarities and differences (analytical approach, “classic napping”) both in blind and informed conditions, and when consumers were focusing on their preference or choice (affective approach). The affective approach to projective mapping successfully revealed consumers' drivers of liking and choice from a holistic perspective, where consumers summarized their main drivers for categorizing products as they would do when choosing in real life situations, based on their preferences.

Item Type	Article
URI	https://reading-clone.eprints-hosting.org/id/eprint/76523
Refereed	Yes
Divisions	No Reading authors. Back catalogue items Life Sciences > School of Agriculture, Policy and Development > Department of Agri-Food Economics & Marketing
Uncontrolled Keywords	Projective mapping, Napping, Affective, Consumers, Drivers, Preference, Choice
Publisher	Elsevier
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