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Abstract

Labels concepts, information, logo, figures, and colors for beverages are critical for consumer perception, preference, and purchase intention. This is especially relevant for new beverage products. During social isolation, many sensory laboratories were unable to provide services, making virtual sensory sessions relevant to study different label concepts and design preferences among consumers. This study proposed a novel virtual sensory system to analyze coffee labels using videoconference, self-reported and biometric analysis software from video-recordings to obtain sensory and emotional responses from 69 participants (Power analysis: 1 – β > 0.99) using six different label concepts: i) fun; ii) bold; iii) natural; iv) everyday; v) classic and vi) premium. Results showed that the label concept rated as highest perceived quality was the Premium presenting significant differences (p < 0.05) compared to all other concepts. The least score for perceived quality was attributed to Bold due to confronting aroma lexicon (cheese sip), which is supported by previous studies. Furthermore, even though graphics, colors, and product name could be considered positive attributes, they do not determine perceived quality or purchase intent, which was found for the concepts bold, everyday, and classic. The findings form this study were expected and are consistent with those from similar publications related with labels, which shows that the proposed virtual method for sensory sessions and biometrics is reliable. Further technology has been proposed to use this system with multiple participants, which could help beverage companies perform virtual sensory analysis of new products’ labels.