An international collaboration between The University of Melbourne, Tecnologico de Monterrey and University of British Columbia is trying to unravel the link between consumers emotions and beer consumption.
Fuentes, S., Gonzalez Viejo, C, Torrico, D.D., Escobedo-Avellaneda, Z., Hernandez-Brenes, C., Rodriguez-Velazco, Y., Villarreal-Lara, R., Mandal, R., and Singh, A.P.
Some chemical compounds found in food and beverages have been associated with the release or suppression of certain hormones responsible for triggering different emotional responses. This study aimed to assess the chemical compounds found in beer and their effect on self-reported and subconscious emotional responses from consumers. A sensory session was conducted with 61 consumers who evaluated six beer samples with different alcohol content (2.5-9.6%). The questionnaire to assess acceptability and self-reported emotions was displayed in the Bio-Sensory application and videos were recorded to measure facial expressions. Furthermore, chemical analyses were conducted to measure compounds such as hordenine, iso-alpha acids, bitterness, alcohol content, pH, and acidity, among others. Multivariate data analyses based on principal components analysis and multiple factor analysis were conducted. Results showed that components such as hordenine, alcohol, bitterness and iso-alpha acids were related to emotions such as disappointed, smirking and contempt for the subconscious emotions, and with dizzy, sick, weary, disgusted and aggressive for the self-reported responses. On the other hand, acidity, and sugars such as glucose and fructose were related to overall liking and positive emotions such as joy, relaxed, happy and love for both the self-reported and subconscious emotions. The findings from this study helped to understand the association of the self-reported and subconscious responses towards consumers acceptability of beer.
This study belongs to the project: Is happiness from beer consumption related to alcohol or specific beer compounds? How this question can be answered with biometrics of consumer perception.
Universities involved: The University of Melbourne, Tecnologico de Monterrey and University of British Columbia.
Funding body: Universitas 21