The possibility of using tasting as a presentation method for sensory stimuli in conjoint analysis

Conjoint analysis has proven to be a useful tool for consumer research in the food industry. Most of this research has focused on extrinsic attributes, although an increasing number of studies have also sought to incorporate intrinsic attributes. In the past, several researchers have successfully included these intrinsic attributes by using verbal or pictorial stimuli as attribute levels. However, given that taste is a key factor in the purchase decision process for food products, the development of conjoint analysis that incorporates levels of sensory characteristics could be a useful asset for the food industry.

► Review of conjoint analysis and the use of the method in the industry. ► Applications of conjoint analysis in the food industry. ► Developments in incorporation of sensory analysis in conjoint analysis. ► Influence of emotions on consumer behaviour. ► Future opportunities and difficulties in combining sensory and conjoint analysis without neglecting the influence of emotions.