The specific application of facial expression analysis system in the cross-cultural study of sensory acceptance of consumers

The system was used in this study to measure the intensity, emotional valence and arousal, head orientation, etc. of basic emotions (pleasant, sad, scared, disgusted, surprised, angry, and natural). The research includes research one (online questionnaire) and research two (testing). The following are some of the findings:

Figure 1

Figure I is a linear regression familiarity with the different cultural backgrounds of subjects colony stimulating materials with different food preferences of the visual results of the analysis, in which (a) is a group of Asian cultural background subjects, (b) as being Western cultures Test group. As can be seen from Figure 1:

First, with the increase in familiarity, the visual preference of food-stimulation materials in the two groups of subjects also increased;

Secondly, according to the linear regression coefficient, it can be seen that compared with the subjects with Western cultural background (b), the familiarity of the Asian cultural background (a) has a strong influence on the visual preference of food stimulating materials ( 0.4229>0.4069)

Figure

Figure 2 shows the Pearson correlation coefficient matrix of the two groups of different self-reported (familiarity, overall preference) data, facial expression data and physiological response data. Among them, (a) the group representing the Asian cultural background; (b) the group representing the Western cultural background; Oliking for the overall preference, FR for the facial expression analysis system, Z-HO for the head orientation, HR for the heart rate , TEMP is the temperature. These data are used to evaluate linear correlation. In addition, black squares represent positive correlations and gray squares represent negative correlations. It can be seen from Figure 2:

First, for subjects with Western cultural background (b), the degree of dislike of food (lower preference score) is significantly related to the emotion of “disgust” in facial expressions;

Second, for subjects with Asian cultural backgrounds (a), higher temperature values ​​were associated with lower levels of familiarity, lower aversion, and higher anger.

Combined with other research data, the study finally concluded the following:

1. The familiarity of food in the evaluation of food pleasure (9 points of pleasure scale method, is a common method of product acceptance test, the purpose is to determine the consumer's favorite level of one or more products ), play an important role Product acceptance has an important impact;

2. Online questionnaires and test results show that product familiarity is positively correlated with food preference;

3. There are cultural differences in the results of product acceptance evaluation, and the physiological responses of foods with different cultural backgrounds are different.
   

Revelation: The research results make up for the defects (psychological deviation, etc.) of the traditional sensory evaluation only through the self-reported method of the participants, which is beneficial to better understand the consumer's acceptance of the product based on the sensory evaluation and physiological response data. For enterprises, the most important thing is how to improve consumers' familiarity with products and conduct acceptance test, improve products, and thus enhance consumer acceptance of products, which requires the joint efforts of enterprises and researchers. As an industry leader in behavioral research, Nordras has extensive experience in consumer behavior research. If you need any help, feel free to contact us. .