Measurement Consumer Mood and Emotions for Fast Moving Consumer Goods

Abstract

Features of moods and emotions are mostly connected with the brands of products but limited work is conducted in the area of direct association of emotions with the fast moving consumer goods (FMCG). The purpose of this study is to develop an emotion-specific questionnaire to test FMCG category for hot beverages preferences of consumers. The survey method can be both online through social media as well as in person. A list of emotion terms was screened and validated with consumers. The emotion terms selected for hot drinks were generally positive, as compared with emotion testing originating within a clinical framework. The list of emotions was useful in differentiating between and within categories of hot beverages such as tea, coffee, Arabic coffee or any other traditional drink. Higher overall acceptability scores correlated with higher emotions, but differences in emotion profiles did not always correlate to differences in acceptability. A description of the approach used to develop the questionnaire, questionnaire format, effect of test context, and specific applications of the method to beverages are presented. This test represents a major methodological advance in consumer testing of fast moving consumer goods commercial environment.