Short CommunicationEffects of an evoked refreshing consumption context on hedonic responses to apple juice measured using best-worst scaling and the 9-pt hedonic category scale

- Hedonic scaling methods performed differently under an evoked context.
- Under an evoked context, samples were discriminated by best-worst scaling and not the 9-pt scale.
- Under an evoked context, best-worst scaling was perceived as more difficult to use than the 9-pt scale.
- Evoked contexts may provide consumers with a frame of reference to provide hedonic response.

Awareness of the need to consider a product's consumption context when measuring consumer hedonic response of a product is increasing among consumer sensory researchers. This study investigated the effects of evoking a consumption context using a written scenario on hedonic response measured using best-worst scaling and the 9-pt hedonic category scale. Hedonic responses for four apple juices with relatively large sensory differences were compared when measured in the evoked context 'when having something refreshing to drink' using best-worst hedonic scaling (n = 65) and the 9-pt hedonic scale (n = 48). Best-worst scaling discriminated between the four apple juices when a refreshing context was evoked (p < 0.01), while the juices were equally liked using the 9-point scale (p = 0.41) when the same context was evoked. Consumers perceived best-worst scaling to be more difficult than the 9-pt scale, however there was no difference between the two methods for consumers perceived accuracy of their liking information. The present study highlights that the effect of an evoked context on hedonic response may not be universal for hedonic methods. Further research is needed to understand the effect of evoking context on the liking of products, and to determine whether this measure reflects product liking in an actual consumption context.