A global study using PANAS (PA and NA) scales to measure consumer emotions associated with aromas of phytonutrient supplements

• PANAS emotions associated with aromas of phytonutrient supplements were measured.
• PANAS scales are valid measurements of consumer emotion of phytonutrient aromas.
• Long (20-item) and short (10-item) PANAS scales are consistent but not equivalent.
• Aroma discrimination was demonstrated using PANAS positive and negative dimensions.
• Consumer hedonic, sensory, and emotional attributes represent different dimensions.

Phytonutrient supplements are consumed to increase dietary consumption of nutrients. This research addresses the opportunities and the challenges for this product category to better understand consumer choice and consumption in combination with hedonic (liking), sensory, psychographic and emotion measures. One objective of this exploratory study is to use Positive Affect Negative Affect Schedule (PANAS) to measure consumer (n = 303) emotions associated with 9 different aromas of phytonutrient supplements.A key issue facing emotion research in product development is the proper balance of positive and negative emotions. Traditional clinical emotion questionnaires emphasize negative emotions. Newer emotion questionnaires for commercial use emphasize positive emotions, both in the food and perfume categories. What is the proper balance of positive and negative emotions for a broad range of consumer products? Desmet and Schifferstein (2008) noted the “hedonic asymmetry”, or positive bias, which exists for many product emotions. In contrast to the clinical questionnaires which emphasize negative emotions, and the newer commercial questionnaires which emphasize positive emotions, the Positive Affect and Negative Affect Schedule (PANAS) has equal numbers of positive and negative emotions in both the regular and shorter forms.This study supports that the PANAS scales are valid in measurement of consumer emotions evoked by the aromas of phytonutrient supplements. The PANAS scale with 20-items and the short PANAS scale with 10-items are largely consistent in the results. Different phytonutrient product aromas were discriminated on their PANAS emotional profiles, and on both positive (PA) and negative (NA) dimensions. Results suggest that the hedonic, sensory, and emotional attributes represent different dimensions in consumer choice and consumption behaviors.