Time zone: Italy (CEST)
Wednesday 10th September 2025
| 9.00-9.15
9.15-9.30 |
Registration
Introduction to the course |
|
| PREFERENCES & EXPECTATIONS | ||
| 9.30-10.30 | Consumer preferences and acceptability: liking, wanting, preference and choice | John Prescott |
| 10.30-10.45 | Break | |
| 10.45-11.45 | Preference mapping: hands on interpretation | Erminio Monteleone |
| 11.45-13.00 | Psychology of consumer preferences: the role of memory and expectations | John Prescott |
| Long break|Lunch | ||
| 14.30-15.50 | Conjoint analysis: Evaluation of how extrinsic characteristics influence consumer expectations | Gastón Ares |
| 15.50-16.10 | Break | |
| 16.10-17.30 | Measuring expectations to gain an insight into product performance: Assimilation and contrast effects | Erminio Monteleone |
| Thursday 11th September 2025 | ||
| EMOTIONS & CONTEXTS | ||
| 9.30-10.30 | What are emotions? Valence and arousal | John Prescott |
| 10.30-10.45 | Break | |
| 10.45-12.30 | Measuring emotions: methods and case studies and Hands on • Explicit measurements:Standardised and product specific questionnaires; examples: EsSense Profile, GEOS, EmoSemio, PrEmo, emoji questionnaires • Measuring emotions from the brain: applied consumer neuroscience Emotions in product development: from the product to the packaging (and back) • Sensory drivers of emotions; Integrating context appropriateness, sensory and emotional profiling: “global” profiling of products |
Sara Spinelli |
| Long break|Lunch | ||
| 14.00-15.00 | Context in sensory & consumer studies | John Prescott |
| 15.00-15.20 | Break | |
| 15.20-17.00 | Studying context: methods and case studies; Context and product experience: Natural/naturalistic/Lab context/Home Use test/Central Location Test; Situational appropriateness; Evoked context: written scenarios, videos, pictures, immersive settings, virtual reality. Pros and cons | Sara Spinelli |
| Friday 12th September 2025 | ||
| INDIVIDUAL DIFFERENCES & IMPLICIT METHODS | ||
| 9.30-10.30 | Individual differences: Segmenting for liking, preferred contexts, psychological traits and attitudes, taste acuity | John Prescott |
| 10.30-10.45 | Break | |
| 10.45-11.45 | Individual differences in liking + hands on: preference mapping | Erminio Monteleone |
| 11.45-13.00 | Statistical techniques for clustering: Hierarchical and K-means cluster analysis | Gastón Ares |
| Long break|Lunch | ||
| 14.30-15.30 | Theoretical foundations of implicit methods in sensory and consumer research Automatic vs. controlled processes, associative learning, expectations, and emotions |
Lapo Pierguidi |
| 15.15-15.30 | Break | |
| 15.30-16.30 | Implicit methods in practice: applications and case studies Implicit Association Test (IAT), priming, and related tasks applied to preference, emotions, and expectations |
Sara Spinelli |
| 16.30-17.30 | Hands-on implicit methods Design and data analysis of the Implicit Association Test (IAT) |
Lapo Pierguidi |
