TDS dyads to co-investigate sensation and liking changes
TDS involves selection and continuous update of a dominant attribute, and provides sequence data to characterize products. We investigate the flavoured fresh cheese TDS data set as a series of attribute dyads; e.g, a TDS sequence Start > Cream > Salty > Stop would be tokenized into dyads: Start > Cream, Cream > Salty, Salty > Stop.
Liking levels for TDS dyads were investigated by obtaining the average temporal liking within fixed bandwidths on the temporal liking timeline centred on the time associated with the TDS dyad. Impact on consumer liking was investigated via citation frequencies and average likings for each TDS dyad.
Temporal liking dyads, analogous to TDS dyads, were obtained to investigate the co-occurrences with liking changes. Associations between TDS dyads and average, positive, and negative liking changes were investigated via citation frequencies and liking changes occurring within fixed bandwidths on the temporal liking timeline centred on the time associated with the TDS dyad. Time windows were also established to investigate different parts of the consumption process.
There were two potential TDS dyads for each attribute pair, and these dyads were cited with similar frequencies, and average liking and liking changes, except near the start of the evaluation. Higher average consumer liking and increased liking changes coincided with dyads involving both Salty and (Fresh Herbs or Garlic or Cream) and involving both Fresh Herbs and Cream.
Lower consumer liking was associated with TDS dyads that involved Cooked Herbs and Pepper. When assessors affirmed the dominance of the already dominant attribute, this TDS dyad tended to have lower liking in both level and direction. The finding implies that lack of product complexity, inferred from re-iterated dominance, is itself a negative hedonic driver.
Castura, J. C., & Li, M. (2014). TDS dyads to co-investigate sensation and liking changes. 12th Sensometrics Meeting. 29 July – 1 August. Chicago, IL, USA.