Dida Iserliyska, Mina Dzhivoderova, Kremena Nikovska
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consumer affective test, hedonic scale, orange juice, penalty analysis, just–about-right (JAR) scale
Penalty analysis is a graphical technique to reveal the possible penalty paid by the product in terms of reduced overall liking by not being Just About Right (JAR) on a characteristic. Thus consumer affective tests were conducted to investigate the use of penalty analysis to model consumer acceptance of six well-known brands of orange juice using the proposed method to infer the drivers of liking from JAR data. Just-about-right (JAR) and hedonic ratings were used to measure each attribute evaluated. Consumers (n=81) were asked to rate the overall acceptance using a 9-point hedonic scale. Just About Right (JAR) scales were used to evaluate the rest of the attributes as followed: color, sweet taste, sour taste, bitter taste and amount of pulp. Means and frequencies of each sensory attribute were obtained. Spearman's rank correlation coefficients gave the relationship between the sensory attributes and the overall liking.
