Identification of emotions and dominance of sensory attributes responsible for the level of positive or negative liking of consumers of commercial and traditional coffees

Abstract

This study aimed to compare the emotions that artisanal and commercial coffees evoke in consumer, as well as the dominance of their sensory attributes to understand their impact on liking in actual consumers of this product. It was found that commercial coffees evoked the highest number of negative emotions in consumers, which may be associated to a low level of consumer satisfaction. Artisanal processing coffees were related to positive emotions such as excited, good and happy, which can be key indicators to understand consumer satisfaction for this type of coffee. Finally, commercial coffees only exhibited bitterness as the dominant attribute, whereas traditional coffees had more dominant attributes such as bitterness, brown, smoke, and burnt.