Chapter 18. Beyond the Stimulus to the “Experience”
Published Online: 28 SEP 2009
DOI: 10.1002/9781444319330.ch18
Copyright © 2009 Howard R. Moskowitz, Michele Reisner, John Ben Lawlor, Rosires Deliza
Book Title
Packaging Research in Food Product Design and Development
Additional Information
How to Cite
Moskowitz, H. R., Reisner, M., Lawlor, J. B. and Deliza, R. (2009) Beyond the Stimulus to the “Experience”, in Packaging Research in Food Product Design and Development, Wiley-Blackwell, Oxford, UK. doi: 10.1002/9781444319330.ch18
Publication History
- Published Online: 28 SEP 2009
- Published Print: 7 SEP 2009
ISBN Information
Print ISBN: 9780813812229
Online ISBN: 9781444319330
- Summary
- Chapter
Keywords:
- beyond the stimulus to the “experience”;
- notion of design in the world of food experience;
- Rethinking Experimental Design for Experience (QSR);
- Quick-Serve Restaurant (QSR);
- working with “experience” - more problematic;
- lists and taxonomies of feelings;
- relevance of emotions;
- Consumption Emotion Set (CES);
- capturing subjective response;
- emotions - QSR vignettes create in respondent
Summary
This chapter contains sections titled:
Introduction
Rethinking Experimental Design for Experience (QSR)
A Case History: “Experience” in a Quick Serve Restaurant (QSR)
What Are the Stimuli?
The Relevance of Emotions
What Are the Emotions?—Lists and Taxonomies of Feelings
Capturing the Subjective Response
The Overall Evaluation—What Drives the Person to Say “I'll Go Here Often?”
Uncovering the Emotional Contribution of the Experience
The Emotions Our QSR Vignettes Create in the Respondent
“Different Strokes for Different Folks”—Do All People React with the Same Emotions to These Elements?
Taking Stock So Far—What Does “Emotion Modeling” Provide Us When Combined with Experimental Design of Stimuli?
Statistical Appendix—Analyzing the Emotion Data—A Quick Review
Recoding the Data
Establishing Reliability—Is the Emotion Model “Repeatable?”
References