Correlation between hedonic liking and facial expression measurement using dynamic affective response representation.

Emotional reactions towards products play an essential role in consumers' decision making, and are more important than rational evaluation of sensory attributes. It is crucial to understand consumers' emotion, and the relationship between sensory properties, human liking and choice. There are many inconsistencies between Asian and Western consumers in the usage of hedonic scale, as well as the intensity of facial reactions, due to different culture and consuming habits. However, very few studies discussed the facial responses characteristics of Asian consumers during food consumption. In this paper, explicit liking measurement (hedonic scale) and implicit emotional measurement (facial expressions) were evaluated to judge the consumers' emotions elicited by five types of juices. The contributions of this study included: (1) Constructed the relationship model between hedonic liking and facial expressions analyzed by face reading technology. Negative emotions "sadness", "anger", and "disgust" showed noticeable high negative correlation tendency to hedonic scores. The "liking" hedonic scores could be characterized by positive emotion "happiness". (2) Several emotional intensity based parameters, especially dynamic parameter, were extracted to describe the facial characteristic in sensory evaluation procedure. Both amplitude information and frequency information were involved in the dynamic parameters to remain more information of the emotional responses signals. From the comparison of four types of emotional descriptive parameters, the maximum parameter and dynamic parameter were suggested to be utilized for representing emotional state and intensities.

Asians' Facial Responsiveness to Basic Tastes by Automated Facial Expression Analysis System.

Growing evidence shows that consumer choices in real life are mostly driven by unconscious mechanisms rather than conscious. The unconscious process could be measured by behavioral measurements. This study aims to apply automatic facial expression analysis technique for consumers' emotion representation, and explore the relationships between sensory perception and facial responses. Basic taste solutions (sourness, sweetness, bitterness, umami, and saltiness) with 6 levels plus water were used, which could cover most of the tastes found in food and drink. The other contribution of this study is to analyze the characteristics of facial expressions and correlation between facial expressions and perceptive hedonic liking for Asian consumers. Up until now, the facial expression application researches only reported for western consumers, while few related researches investigated the facial responses during food consuming for Asian consumers. Experimental results indicated that facial expressions could identify different stimuli with various concentrations and different hedonic levels. The perceived liking increased at lower concentrations and decreased at higher concentrations, while samples with medium concentrations were perceived as the most pleasant except sweetness and bitterness. High correlations were founded between perceived intensities of bitterness, umami, saltiness, and facial reactions of disgust and fear. Facial expression disgust and anger could characterize emotion "dislike," and happiness could characterize emotion "like," while neutral could represent "neither like nor dislike." The identified facial expressions agree with the perceived sensory emotions elicited by basic taste solutions. The correlation analysis between hedonic levels and facial expression intensities obtained in this study are in accordance with that discussed for western consumers.