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