Which methods can measure consumers’ acceptance of food and drinks?

Consumers’ aacceptance and attitude of food and drinks can be assessed using various explicit measures, including liking, preference or agreement with different statements. These responses are self-reported responses after conscious cognitive processing by the consumer. Therefore, these explicit methods might be biased regarding the actual acceptance, consumption or willingness to buy food and drinks. Instead, implicit methods, which rely on subconscious responses and are often related to emotions, might be a more valid measure for acceptance. 

The aim of this project is to test different implicit methods in order to identify the best implicit method to measure consumer acceptance of food. 

In this project, the student will test different implicit methodologies such as biometric measurement of heart rate, skin conductance, brain response and facial expression of different food and drinks to understand how these measures relate to consumers acceptance.