key: cord-0726313-odq94cs8 authors: Alba-Martínez, Jose; Bononad-Olmo, Andrea; Igual, Marta; Cunha, Luís M.; Martínez-Monzó, Javier; García-Segovia, Purificación title: Role of Visual Assessment of High-Quality Cakes in Emotional Response of Consumers † date: 2022-05-13 journal: Foods DOI: 10.3390/foods11101412 sha: 13db43f4de760f93bf28251d8cd90c5cf334ab3d doc_id: 726313 cord_uid: odq94cs8 Thinking of the present gastronomic trends is inevitable when talking about innovation in haute pastry. Launching a successful product that meets consumers’ high expectations despite the rising demand for new creations is increasingly complex. For this reason, sensory analysis studies are more and more interested in studying the emotional response evoked by these products to better understand and improve user experiences. The main goal of this work was to conduct a study to analyze the emotional arousal of consumers after the visualization of five haute patisserie cakes. An online questionnaire with the EsSense Profile(®) scale and CATA methodology were used for data collection. The EsSense Profile(®) is a predefined and validated scale that measures food-related emotions, which includes 39 terms. When analyzing the emotions expressed by all the participants, 22 were statistically significant, of which 14 were classified as positive, 6 as neutral, and only 2 were negative. By analyzing the responses by gender, we observed differences in the number of elicited emotional terms: females showed significant differences between cakes for 18 emotion terms compared to 8 terms for males. The results obtained support the importance of the emotional profile to understand consumers’ expectations and behavior. The current concept of gastronomic innovation is experiencing growing public and professional interest [1] . Although culinary creativity has always existed, creativity focuses mainly on haute cuisine. Due to similar intuitive product development, this 'modernist cuisine' phenomenon has also affected traditional bakeries. Thus, its transformation into what is known as haute pastry has turned it into a technical, rigorous, and multidisciplinary area. These high-quality pastries could be considered an "ephemeral art", which, in addition to technique, have an aesthetic and emotional sensitivity in the reconciliation of flavors, colors, textures, and shapes of the different ingredients that are part of each composition [2] [3] [4] [5] . However, innovative creations give changes or modifications to recipes that can impact consumer perceptions and acceptance [6] . Four trends have been identified in pastry and bakery for the next years [7] : "eatertainment/innovative", "fusion", "indulgence", and "identity/tradition". The "eatertainment/innovative" trend is related to sophisticated designs and attractive appearances shared mainly on social media. "Fusion" concepts are inspired by global flavors, sweet-and-salty combinations, and unexpected textures. conclusion, they observed that emotions provide another way to look at gender differences in the products beyond acceptability scores. The goals of this work were (i) to study consumers' emotional response after visual evaluation of images of five specially designed cakes following market trends, (ii) to identify consumer emotions to be potentially used to evaluate willingness to buy and visual acceptability of these products, and (iii) to determine the influence of gender on cakeelicited emotions. Following the current pastry trends [42] , five cakes were designed by "Casa La Curra" (Torrent, Valencia, Spain) to be used in this study ( Figure 1 ). "Leonor cake" (LC) was made of an almond base and lemon mousse and decorated with candied orange pieces (Figure 1a) . "Saffron cake" (SC) consisted of a base of butter biscuits filled with saffron cream and a chocolate mousse (Figure 1b) . "Walnut cake" (WC) was made of a sablée breton with salted caramel cream and nuts (Figure 1c) . A "Coulant cake" (CC) with chocolate and dried raspberries (Figure 1d ) was created. Finally, the "Chocomuffin" (CM) is a traditional muffin filled with chocolate ( Figure 1e ). Pictures were taken with a Nikon D300 camera with Nikkor 24-70mm f/2.8S objective (Nikon Corporation, Tokyo, Japan). A white uniform background and three led panel light Neewer (Shenzhen Neewer Technology Co, Shenzhen, China) were used to ensure constant lighting conditions. Participants were invited to complete the online survey via email and social networks. The contact list included students, staff, lecturers of the Universitat Politècnica de Valencia, and other contacts. It is crucial to notice that, as is usual in qualitative research, this study did not intend to represent the entire Spanish population but rather to test the results of online questionnaires to obtain inferences about the emotional response to visual evaluation. A total of 381 answers were obtained and analyzed. This study was reviewed and approved by The Institutional Review Board. Before engagement in the study, all participants gave informed consent. Data were treated anonymously following the European General Data Protection Regulation (Regulation E. C., 2016), assigning a random three-digit code to each participant. A specific online questionnaire was designed with the RedJade ® Online Survey Tool (Redjade Sensory Solutions, LLC, Martinez, CA, USA). The questionnaire included three parts: (i) a brief food frequency questionnaire of sweet products and subjective hunger, (ii) visual evaluation using the EsSense Profile ® (39 emotions) [43] in a randomized CATA Pictures were taken with a Nikon D300 camera with Nikkor 24-70 mm f/2.8S objective (Nikon Corporation, Tokyo, Japan). A white uniform background and three led panel light Neewer (Shenzhen Neewer Technology Co., Shenzhen, China) were used to ensure constant lighting conditions. Participants were invited to complete the online survey via email and social networks. The contact list included students, staff, lecturers of the Universitat Politècnica de Valencia, and other contacts. It is crucial to notice that, as is usual in qualitative research, this study did not intend to represent the entire Spanish population but rather to test the results of online questionnaires to obtain inferences about the emotional response to visual evaluation. A total of 381 answers were obtained and analyzed. This study was reviewed and approved by The Institutional Review Board. Before engagement in the study, all participants gave informed consent. Data were treated anonymously following the European General Data Protection Regulation (Regulation E. C., 2016), assigning a random three-digit code to each participant. A specific online questionnaire was designed with the RedJade ® Online Survey Tool (Redjade Sensory Solutions, LLC, Martinez, CA, USA). The questionnaire included three parts: (i) a brief food frequency questionnaire of sweet products and subjective hunger, (ii) visual evaluation using the EsSense Profile ® (39 emotions) [43] in a randomized CATA list, and (iii) sociodemographic questions. The time to answer was not longer than 10 min. The online questionnaire was available for 2 weeks. For sociodemographic data, basic descriptive statistics and variable characterization were carried out. Visual acceptance scores were analyzed using analysis of variance (ANOVA), taking "gender", "age", "level of education", "nationality", and "cakes" as fixed effects and "participant" as a random effect. Only significant variables were presented in the final model. Cochran's Q test was performed to determine which emotions discriminated between samples (p < 0.05). Correspondence analysis (CA) was used to investigate the association between the cakes and the expected emotions. Principal component analysis (PCA) was performed with the emotions and several variables: visual acceptance, willingness to buy, and gender. According to Tukey's test, multiple mean comparisons were carried out to determine significantly different groups. Cluster analysis was applied to classify the participants into homogeneous classes according to evoked emotions by cake. A multiple factor analysis (MFA) was performed on CATA counts to determine the effect of gender on emotional sample evaluation [44, 45] . The regression vector (RV) coefficient was calculated between the first three axes of the partial configurations from MFA to analyze the similarity between sample evaluations from both genders. All analyses were performed using XLSTAT statistical software version 2021 [46] . The profile of the 381 participants included in this study were 70% women and 29% men. Participants were mainly Spanish (91%), with 5% from Europe, 3% from Latin America, and the remaining 1% corresponded to Africa, China, and the United States. The age ranged from 14 to 77 years old, with an average of 42 ± 15 years old. Bachelor's degree was the most frequent level of study among the participants in general (35%). In particular, 23% of young people (from 14 to 30 years old) held a bachelor's degree, and 28% of adults (from 31 to 77 years old) declared a PhD degree. Results for differences in participants' visual acceptance of the five cakes analyzed with ANOVA mixed models are presented in Table 1 . Only the factors cake and the interaction cake*age (fixed) and participant (random) provided significant information to explain the variability in the visual acceptance. Other sociodemographic factors such as the origin of participants, level of hunger, or gender did not bring meaningful information to explain the variability of visual acceptability and were removed from the final model. As shown in Figure 2 , the visual acceptability varied by "cake" and by "age". There were no significant differences in ages for Chocomuffin and Coulant, which were well-known and traditional cakes. No differences between Leonor and Walnut cakes were found, although they had a lower score in visual acceptability. Saffron cake had a lower acceptability compared with other cakes, and significant differences in ages were found. The CATA data analysis was initially conducted with 39 emotions used in the Es-Sense Profile ® . Cochran's Q test (Table 2 ) allowed to choose only those that showed significant differences between the different cakes (p < 0.05). Consequently, 22 significant emotions were selected from the EsSense Profile ® list, with which the emotional profile of each of the five cakes was studied (Table 1) . From this list, 14 are positive, 6 are neutral, and 2 are negative emotions. Figure 3 shows the correspondence analysis of the significant emotions. The more innovative Leonor (LC) and Saffron (SC) cakes were associated with "calm" and "tender" positive emotions and with neutral emotions such as "tame" and "quiet". On the other The CATA data analysis was initially conducted with 39 emotions used in the EsSense Profile ® . Cochran's Q test (Table 2 ) allowed to choose only those that showed significant differences between the different cakes (p < 0.05). Consequently, 22 significant emotions were selected from the EsSense Profile ® list, with which the emotional profile of each of the five cakes was studied (Table 1) . From this list, 14 are positive, 6 are neutral, and 2 are negative emotions. Figure 3 shows the correspondence analysis of the significant emotions. The more innovative Leonor (LC) and Saffron (SC) cakes were associated with "calm" and "tender" positive emotions and with neutral emotions such as "tame" and "quiet". On the other hand, Chocomuffin (CM) was linked to the emotions "secure", "good", and "nostalgic" because of its widespread and frequent consumption, which was associated with positive emotions that bring back good memories. Walnut (WC) and Coulant cakes (CC) were relatively close on the emotional map, although Coulant cake was more related to "happy" and "pleased", perhaps because it was made of chocolate, an appreciated comfort ingredient commonly associated with pleasure [7] . Walnut cake made participants feel "energetic" and "worried" because of its attractiveness but caloric ingredients generated a feeling of concern, as it was also perceived as a source of energy. hand, Chocomuffin (CM) was linked to the emotions "secure", "good", and "nostalgic" because of its widespread and frequent consumption, which was associated with positive emotions that bring back good memories. Walnut (WC) and Coulant cakes (CC) were relatively close on the emotional map, although Coulant cake was more related to "happy" and "pleased", perhaps because it was made of chocolate, an appreciated comfort ingredient commonly associated with pleasure [7] . Walnut cake made participants feel "energetic" and "worried" because of its attractiveness but caloric ingredients generated a feeling of concern, as it was also perceived as a source of energy. The variables "visual acceptance" (VA) and "willingness to buy" (WTB) were analyzed to identify the emotions to which they are related. Figure 4 represents the principal coordinate analysis in the form of an emotional map that places VA among the different significant attributes. It can be said that a cake with greater visual acceptance is mainly associated with the emotions "energetic" and "interested". On the other hand, the one mainly related to "disgusted" produces a certain visual rejection. Again, it is striking that when a cake is related to the neutral adjectives "daring" and "guilty", more visual tolerance is generated than with the adjectives "secure" and "calm", classified as positive. These emotions, related to trust, are common when evaluating a widely accepted product [47, 48] . Therefore, given the importance of visual acceptance in consumer expectations, this analysis shows important aspects to be considered. The variables "visual acceptance" (VA) and "willingness to buy" (WTB) were analyzed to identify the emotions to which they are related. Figure 4 represents the principal coordinate analysis in the form of an emotional map that places VA among the different significant attributes. It can be said that a cake with greater visual acceptance is mainly associated with the emotions "energetic" and "interested". On the other hand, the one mainly related to "disgusted" produces a certain visual rejection. Again, it is striking that when a cake is related to the neutral adjectives "daring" and "guilty", more visual tolerance is generated than with the adjectives "secure" and "calm", classified as positive. These emotions, related to trust, are common when evaluating a widely accepted product [47, 48] . Therefore, given the importance of visual acceptance in consumer expectations, this analysis shows important aspects to be considered. Figure 5 shows the penalty analysis used to identify the emotions that led to a lower, no effect, or a higher effect on the willingness to buy mean. As can be observed, only three emotions ("calm", "disgusted", and "tame") had a negative effect. It is suggestive that the adjective "disgusted" is the most common when the respondent evaluates a product that is considered unpleasant [42, 43] . On the other hand, "happy", "pleased", and "satisfied" are the ones that have positive effects, and "secure", "quiet", and "worried" did not show an effect on the willingness to buy mean. This analysis provides insights on which emotions must get evoked and which must not be induced when designing a new cake to be successful in the market, based on participants' profiles. Figure 5 shows the penalty analysis used to identify the emotions that led to a lower, no effect, or a higher effect on the willingness to buy mean. As can be observed, only three emotions ("calm", "disgusted", and "tame") had a negative effect. It is suggestive that the adjective "disgusted" is the most common when the respondent evaluates a product that is considered unpleasant [42, 43] . On the other hand, "happy", "pleased", and "satisfied" are the ones that have positive effects, and "secure", "quiet", and "worried" did not show an effect on the willingness to buy mean. This analysis provides insights on which emotions must get evoked and which must not be induced when designing a new cake to be successful in the market, based on participants' profiles. Tukey's HSD multiple comparison test was performed to compare each group cakes according to the variables VA and WTB ( Figure 6) . Saffron cake has a significan lower value of VA than the rest, which makes it the least visually appreciated by the p ticipants. Leonor and Walnut cakes presented significant differences with Saffron ca Tukey's HSD multiple comparison test was performed to compare each group of cakes according to the variables VA and WTB ( Figure 6) . Saffron cake has a significantly lower value of VA than the rest, which makes it the least visually appreciated by the participants. Leonor and Walnut cakes presented significant differences with Saffron cake, Chocomuffin, and Coulant cake. Moreover, the last group without significant differences is Chocomuffin and Coulant cake, the most visually accepted. These latter two cakes are the best known and most familiar to the respondents, so the fact of being used to them directly influences their general acceptance in a positive way [47] . Tukey's HSD multiple comparison test was performed to compare each g cakes according to the variables VA and WTB ( Figure 6) . Saffron cake has a sign lower value of VA than the rest, which makes it the least visually appreciated by ticipants. Leonor and Walnut cakes presented significant differences with Saffr Chocomuffin, and Coulant cake. Moreover, the last group without significant dif is Chocomuffin and Coulant cake, the most visually accepted. These latter two c the best known and most familiar to the respondents, so the fact of being used directly influences their general acceptance in a positive way [47] . As for the WTB variable, the results did not follow the same distribution. cakes that inspired the most desire to buy were Chocomuffin and Coulant cake As for the WTB variable, the results did not follow the same distribution. The two cakes that inspired the most desire to buy were Chocomuffin and Coulant cake, with a slight nonsignificant preference over the first one. No statistically significant differences were found in the WTB of Leonor and Saffron cakes, which did appear with Chocomuffin and Coulant cake, and only Leonor cake presented differences with Walnut cake. Finally, Walnut and Saffron cakes form a homogeneous group with statistical differences from the one formed by Chocomuffin and Coulant cakes. It should be noted that despite being the worst valued visually, Saffron cake shows a greater willingness to buy than Walnut cake, which had a greater VA. Once relating the attributes to each cake, a cluster analysis was carried out to classify the participants into homogeneous groups according to CATA. Three differentiated classes are obtained when clustering the answers. A different correspondence analysis (CA) was obtained from each class, which allows for distinguishing the emotional responses for each cake. In the three classes, the CA's first axis separated cakes into the same two groups: innovative (Saffron, Leonor, and Walnut cake) and well-known (Coulant and Chocomuffin). Class 1 was composed of 69 participants. As shown in Figure 7 , Coulant and Chocomuffin were associated with positive or neutral emotions but with positive effects on the visual acceptability mean when talking about sweet cravings. The differentiation was between "good" and "glad" for the Chocomuffin and "guilty", "interested", and "daring" for the Coulant cake. The Saffron cake was closely related to the negative emotions of "disgusted" and "worried". In the case of the Leonor and Walnut cakes, "quiet" and "calm" were the emotions closely associated. Once relating the attributes to each cake, a cluster analysis was carried out to classify the participants into homogeneous groups according to CATA. Three differentiated classes are obtained when clustering the answers. A different correspondence analysis (CA) was obtained from each class, which allows for distinguishing the emotional responses for each cake. In the three classes, the CA's first axis separated cakes into the same two groups: innovative (Saffron, Leonor, and Walnut cake) and well-known (Coulant and Chocomuffin). Class 1 was composed of 69 participants. As shown in Figure 7 , Coulant and Chocomuffin were associated with positive or neutral emotions but with positive effects on the visual acceptability mean when talking about sweet cravings. The differentiation was between "good" and "glad" for the Chocomuffin and "guilty", "interested", and "daring" for the Coulant cake. The Saffron cake was closely related to the negative emotions of "disgusted" and "worried". In the case of the Leonor and Walnut cakes, "quiet" and "calm" were the emotions closely associated. Class 2 encompassed the largest number of participants-210 people-who presented different emotional profiles (Figure 8 ). The emotions "disgusted", "tame", and "calm", with a negative impact on willingness to buy ( Figure 5 ), were closer to the more innovative cakes (Leonor, Saffron, and Walnut cakes). This may indicate that the members in class 2 were not particularly attracted to the unknown cakes or may even dislike them, Class 2 encompassed the largest number of participants-210 people-who presented different emotional profiles (Figure 8 ). The emotions "disgusted", "tame", and "calm", with a negative impact on willingness to buy ( Figure 5 ), were closer to the more innovative cakes (Leonor, Saffron, and Walnut cakes). This may indicate that the members in class 2 were not particularly attracted to the unknown cakes or may even dislike them, hinting at being more traditional in their choices. Chocomuffin was associated with positive feelings, highlighting "nostalgic" and "good", reflecting the participants' approval. The visualization of the Coulant cake evoked feelings of pleasure, happiness, and satisfaction, as it is a classic and habitual product that can trigger a craving. In contrast, class 3 (n = 100) presented a different profile (Figure 9 ). The first axis of the CA also included the two most well-known and traditional cakes (Chocomuffin and Coulant); however, they had an opposite position on the second axis. Coulant cake was surrounded by neutral emotions: "eager", "mild", "daring", and "guilty", and closely related with "interested" as a positive emotion. Saffron and Leonor cakes evoked, in this class, the neutral emotions "disgusted", "worried", and "tame", though with a negative effect. The most positive emotions, "nostalgic", "happy", "secure", and "good", were correlated with the Chocomuffin. hinting at being more traditional in their choices. Chocomuffin was associated with positive feelings, highlighting "nostalgic" and "good", reflecting the participants' approval. The visualization of the Coulant cake evoked feelings of pleasure, happiness, and satisfaction, as it is a classic and habitual product that can trigger a craving. In contrast, class 3 (n = 100) presented a different profile (Figure 9 ). The first axis of the CA also included the two most well-known and traditional cakes (Chocomuffin and Coulant); however, they had an opposite position on the second axis. Coulant cake was surrounded by neutral emotions: "eager", "mild", "daring", and "guilty", and closely related with "interested" as a positive emotion. Saffron and Leonor cakes evoked, in this class, the neutral emotions "disgusted", "worried", and "tame", though with a negative effect. The most positive emotions, "nostalgic", "happy", "secure", and "good", were correlated with the Chocomuffin. According to the participants' gender, emotional responses were studied to see the changes in the significant emotions and their effect on each cake. Cochran's Q test (Table 3) was used to determine if gender affected emotional profile regarding differences between According to the participants' gender, emotional responses were studied to see the changes in the significant emotions and their effect on each cake. Cochran's Q test (Table 3) was used to determine if gender affected emotional profile regarding differences between cakes. The emotions "happy", "affectionate", " pleasant", "satisfied", and "tender" were significant for women but not for men. The cake-by-cake analysis revealed that, in general, women were more descriptive in the emotions evoked. In the Cochran's Q test, 19 of the 22 general emotions selected were significant in the analysis of the emotional profile of women. In the case of men, nine attributes showed significant differences, according to the Cochran's Q test. According to previous studies, the gender differences were in emotional expressiveness but not in emotional experience [32] [33] [34] . The emotional profile signaled by women showed more expressiveness than men. These data agree with King et al.'s 2010 results, which evaluated the relationship between acceptability and emotions for different products and product categories and found that, on average, females rate emotion intensities stronger than do males [40] . A Fisher exact test was performed to compare differences in frequency of each of the 22 sensory terms by gender. Only results for the emotion "tame" were significant (Table 4 ). Multiple factor analysis (MFA) was carried out to compare the emotional profile obtained from CATA terms of both genders. The RV coefficient between cakes was 0.884, indicating that the emotional profile derived from the two genders was similar but not identical. The position of the cakes on the product map was affected by gender interaction. Figure 10a shows that the difference between cakes according to gender was more considerable for Saffron and Leonor cakes than Coulant or Chocomuffin. Figure 10b shows the projection of emotions by gender. There were some emotions highly correlated with gender, while others were poorly correlated. The emotion "nostalgic" was projected close together, indicating that this emotion was similarly described in the emotions evoked for the five cakes evaluated in both genders. Analysis of multiple pairwise comparisons indicated that the "nostalgic" emotion differed statistically in Chocomuffin from other cakes in both genders. On the opposite side, emotions such as "glad" or "interested" were poorly correlated, suggesting a different use of these terms to describe the emotions evoked in both genders. In the multiple analysis comparison, the data for women and men indicated that the five cakes did not differ in the emotion "interested", while the effect of the cake was significant between Saffron cake and Chocomuffin for the "glad" emotion in the women's evaluation. These results should be observed with caution due to some limitations of this study. First, the study used mainly Spanish participants (91%) with a high level of education On the opposite side, emotions such as "glad" or "interested" were poorly correlated, suggesting a different use of these terms to describe the emotions evoked in both genders. In the multiple analysis comparison, the data for women and men indicated that the five cakes did not differ in the emotion "interested", while the effect of the cake was significant between Saffron cake and Chocomuffin for the "glad" emotion in the women's evaluation. These results should be observed with caution due to some limitations of this study. First, the study used mainly Spanish participants (91%) with a high level of education (83% held a higher degree), and they were aged between the Boomers and Millennials. A more diverse population should be represented in the following steps to generalize these results. On the other hand, only the impact of appearance (visual stimulus) on the emotional response was studied in this work. To obtain the complete emotional response evoked by the overall sensory stimuli, smell and taste experiences will need to be incorporated into further research. To understand gender differences in future research, an intensity scaled approach in emotional terms must be used to obtain more detail, specifically when small product differences are compared. The preliminary results of this work support the importance of the emotional profile for understanding consumers' emotions in the visual evaluation of cakes. In the case of haute pastry, visual appearance had an impact on the participants, evoking several emotions. However, different results may perhaps be achieved if other sensory properties (smell and taste) were evaluated. Gender differences were found in expressiveness (number of emotions elicited) but not in experience (the same emotion by the same cake). This work opens the authors to future areas of study to understand the effects of emotions on eating behavior for haute pastry products, including the perspective of gender. 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The authors declare no conflict of interest.