8th June 2016

PREFERENCE AND ACCEPTABILITY

9.30-11 – John Prescott
Explaining preferences

• Psychology of consumer preferences
• Individual differences, preferences and cross cultural studies
• Influences: exposure, familiarity, attention, learning mechanisms
• Preferences and contexts

11-11.30 – Break

11.30-13 – John Prescott
Measuring preference: methods and case studies

• Explicit and implicit measures of preferences
• Rating scales: applications and limitations
• Implicit methods: Implicit association task (IAT), priming

13-15 – Lunch

15-16.30 – Tormod Naes
Analysing preferences: methods and practical applications I

• Introduction to PCA and multivariate regression (PLS), scores, loadings, explained variance, correlation loadings.
• Preference mapping by examples, individual differences, external and internal mapping.

16.30-17 – Break

17-18.30 – Tormod Naes
Applications: Demonstrations and hands-on

Using ConsumerCheck for visualizing preference data, PCA, preference mapping

9th June 2016

CONSUMER EXPECTATIONS

9.30-11 – John Prescott
Explaining expectations:

• Expectations as a psychological construct
• Sources of expectations: memory, associations
• Types of expectations: sensory-based, hedonic or affect-based, 
credence-based expectations

11-11.30 – Break

11.30-13 – Erminio Monteleone
Measuring expectations: methods and case studies

• Assimilation and contrast effects
• The role of expectations in consumer-driven product development
• Measuring expectations to gain an insight into product performance

13-15 – Lunch

15-16.30 – Tormod Naes
Analysing preferences: methods and practical applications II

• Simple ANOVA, two-way and ideas related to extensions to more complex situations.
• Conjoint analysis by the use of ANOVA, population effects and individual differences in liking.
• Understanding individual differences in liking in light of consumer attributes (preference mapping and conjoint analysis).

16.30-17 – Break

17-18.30 – Tormod Naes
Applications: Demonstrations and hands-on

Using ConsumerCheck for conjoint analysis

10th June 2016

PLEASURE AND EMOTIONS

9.30-11 – John Prescott
Explaining emotions:

• What are emotions
• Emotions and decision-making
• Emotions and cross-cultural studies

11-11.30 – Break


11.30-13 – Sara Spinelli
Measuring emotions: 
Emotion measurement methods in sensory and consumer studies and applied consumer neuroscience

• What emotions are we measuring
• Explicit measurements: verbal and visual self-reports
• Standardised and product specific questionnaires; Questionnaires using words and/or images. Examples: EsSense Profile, GEOS, EmoSemio, PrEmo
• Implicit measurements: 
Implicit Association and Emotive Projection Test
• Measuring emotions through physiological measures (ANS)
• Measuring emotions from the brain: applied consumer neuroscience

13-15 – Lunch

15-16.30 – Erminio Monteleone & Sara Spinelli
Analysing emotions: case studies

• Emotions in the product experience: 
from the product to the packaging (and back)
• Sensory and branding: the impact of expectations on emotions
• Context and emotions

16.30-17 – Break


17-18.30 – Erminio Monteleone & Sara Spinelli
Applications: Demonstrations and hands-on

Using ConsumerCheck for applications on specific case studies on emotions