Context

Front Cover......Page 1
Context: The Effects of Environment on Product Design and Evaluation......Page 4
Copyright......Page 5
Dedication......Page 6
Contents......Page 8
Contributors......Page 18
Section A: The basics......Page 22
  1.1. Definitions and synonyms......Page 24
  1.2. Frequency of context words......Page 30
  References......Page 33
  Further reading......Page 39
  2.1. Introduction......Page 40
  2.2. Studying the social context of consumer behavior......Page 41
   2.3.1. Social facilitation......Page 42
   2.3.2. Modeling......Page 45
   2.3.3. Impression management......Page 48
  2.5. Implications for consumer research and product development......Page 50
  References......Page 52
  Further reading......Page 59
   3.1.2. Context effects at the level of the sip or bite......Page 60
   3.1.3. Context and related concepts in sensory science......Page 61
   3.3.1. Ingredient interactions......Page 62
   3.3.2. Taste-taste and odor-odor interactions......Page 63
   3.3.3. Interactions between tastes and smells......Page 65
  3.4. Contextual interactions of trigeminal (irritation) and somatosensory (texture/thermal) sensations with taste and smell......Page 67
  3.5. Contextual interactions of color and chemosensory perception......Page 69
  3.6. Contextual interactions of sound and chemosensory perception......Page 70
  3.7. Temporal contextual effects in chemosensory perception......Page 71
   3.8.1. Simultaneous effects......Page 72
   3.8.2. Temporal effects......Page 73
  3.9. Conclusions......Page 74
  References......Page 75
    4.1.1.2. Basic consumer understanding to aid innovation......Page 88
    4.1.1.3. Groundwork for quantitative studies......Page 89
    4.1.1.4. Measurement......Page 90
    4.1.2.2. Design......Page 91
    4.1.2.3. Underlying mechanisms......Page 92
     Appropriateness and context of use......Page 94
     Amount and frequency of consumption......Page 95
     Preference, liking, and desire......Page 97
    4.1.2.6. Home use test versus central location test......Page 98
    4.2.1.1. The future: virtual reality for early-stage product testing......Page 100
  4.3. Conclusion......Page 101
  References......Page 102
  Further reading......Page 106
  5.1. Introduction......Page 108
  5.2. Generating insights for coding categories......Page 110
   5.2.1. Using the storytelling method to generate insights for coding......Page 111
   5.2.2. Creating stories that explain behavior patterns......Page 112
   5.2.3. Turning stories into coding categories......Page 113
  5.3. Coding, collecting, and analyzing observational data......Page 118
   5.3.1. Developing a coding sheet......Page 119
   5.3.2. Creating a coding sheet......Page 121
   5.3.4. Analyzing data......Page 122
  5.4. Using observational insights to improve the consumer experience......Page 123
   5.5.1. Background: Habit heroes......Page 126
   5.5.2. Using observations to develop a backstory......Page 127
  References......Page 128
  Further reading......Page 131
  6.1. Appropriateness as a basic context construct......Page 132
   6.2.1. Origin and historical use in sensory and consumer science......Page 135
    6.2.2.1. Ballot format......Page 142
    6.2.2.2. Selection of test stimuli......Page 143
    6.2.2.3. Usage contexts......Page 145
    6.2.2.4. Respondents......Page 147
    6.2.2.5. Analysis of appropriateness data......Page 149
   6.2.3. Other approaches to evaluating product appropriateness......Page 150
    6.3.1.1. Choice, consumption, willingness to pay......Page 151
   6.3.2. Situation-based consumer segmentation......Page 153
    6.3.2.1. Familiarity as a moderator of appropriateness......Page 154
   6.3.3. Immersive technologies in appropriateness research......Page 155
  6.4. Conclusions......Page 156
  References......Page 157
Section B: Meals in context......Page 162
  7.1. Why is the food choice context important?-A theoretical perspective......Page 164
  7.2. Macro context......Page 167
  7.3. Local context......Page 169
  7.4. Social context......Page 172
   7.5.1. Home......Page 174
   7.5.2. Supermarkets......Page 175
   7.5.3. Cafeterias, restaurants, and all-you-can-eat......Page 177
   7.5.4. Digital and online context......Page 179
  Acknowledgments......Page 180
  References......Page 181
  Further reading......Page 189
   8.1.1. Dictionary definition......Page 190
   8.1.2. Portion size, energy intake, and food categories......Page 193
   8.1.3. Time, place, and social factor......Page 194
   8.1.4. Motivational factors......Page 195
  8.2. The dynamics of meals and snacks......Page 196
   8.2.1. Same eating but different meaning: How culture influences the motivations associated with meals and snacks......Page 197
   8.2.2. Interchange of meals and snacks: The case of breakfast......Page 198
  8.3. Methods for studying food choice in the context of meals and snacks......Page 201
   8.3.1. The eating motivations survey questionnaires using the bottom-up approach......Page 202
   8.3.2. The food choice map using the bottom-up approach......Page 204
  8.4. Implication for future research......Page 205
  References......Page 206
  9.1. Defining proper meals......Page 212
  9.2. What elements are regarded as essential in a proper meal?......Page 214
  9.3. The proper context of a meal......Page 219
  9.4. Changing and challenging the properness of eating......Page 222
  9.5. Moving contexts: What will be proper in the future?......Page 224
  References......Page 226
  10.1. Introduction......Page 230
  10.2. A brief historical perspective......Page 231
  10.3. The laboratory context......Page 233
   10.3.2. The preload paradigm......Page 234
   10.3.3. The laboratory as a microcosm of the eating environment......Page 236
  10.4. The demands of laboratory testing of human food consumption......Page 238
   10.4.3. Assessing subjective motivation associated with meals......Page 239
   10.5.1. External validity issues......Page 240
   10.5.4. Duration limits......Page 241
  10.6. Conclusions and consideration for future developments......Page 242
  References......Page 243
  Further reading......Page 246
  11.1. Introduction......Page 248
  11.2. The significance of family meals......Page 249
  11.3. Family meals in decline?......Page 250
  11.4. Social organization of family meals......Page 251
  11.5. Aim of analysis......Page 252
  11.6. The data......Page 253
   11.7.1. Have family meals become more or less frequent from 1997 to 2012?......Page 254
   11.7.2. The conduct of family meals......Page 255
  11.8. Discussion......Page 257
  References......Page 259
  12.1. Introduction......Page 262
  12.2. Why is it important to take context into account in food research?......Page 263
   12.2.1. The importance of context in food perception and intake research......Page 264
   12.2.2. The importance of context in food decisions research......Page 265
   12.3.1. Laboratory settings......Page 266
    12.3.1.1. Food perception and intake research in laboratory settings......Page 267
   12.3.2. Free-living settings......Page 268
   12.3.3. Living lab settings......Page 269
   12.3.4. Comparison of experimental approaches in the case of food research......Page 270
   12.4.1. Study A. The effect of meal frequency on food intake in natural environment......Page 271
   12.4.2. Study B. The impact of the ordering process on the valuation of coffee at the restaurant......Page 273
  12.5. Future trends......Page 274
  References......Page 275
  13.2. Purpose......Page 280
  13.3. What is foodservice?......Page 281
  13.4. What is institutional foodservice?......Page 283
  13.5. A brief history and development of institutional foodservice......Page 284
   13.6.1. Industrial (work canteens) and office (staff restaurants)......Page 286
    13.6.4.2. Hospital staff, day patients, and visitors......Page 287
   13.6.6. Prisons......Page 288
   13.7.1. The menu......Page 289
   13.7.3. Consumer attitudes and expectations......Page 290
   13.7.4. Institutional stereotyping......Page 291
   13.7.5. The dining environment......Page 292
   13.7.6. The dining room in context......Page 294
    13.7.6.2. Length of wait (queuing)......Page 295
    13.7.6.3. Effort......Page 297
    13.7.6.4. Eating alone or with others (social facilitation)......Page 298
    13.7.6.5. Décor......Page 300
    13.7.6.7. Background music......Page 301
  13.8. Summary and conclusions......Page 302
  References......Page 303
  Further reading......Page 306
  14.1. Introduction......Page 308
  14.2. The meal......Page 309
  14.3. The physical environment......Page 315
  14.4. The social environment......Page 317
   14.4.2. Effect of social environment on children´s performance during sensory and consumer testing......Page 321
  References......Page 322
  15.1. Introduction......Page 328
  15.2. Challenges in food pairing research......Page 330
  15.3. What is a food pairing?......Page 331
  15.4. Balance, harmony, complexity pairing?......Page 334
  15.6. Flavor pairing theory......Page 335
  15.7. New and old ideas: Alternative conceptions of food pairing......Page 337
  15.8. Conclusion: A ``manifesto´´ for researching food pairing......Page 338
  References......Page 339
  16.1. Introduction......Page 344
  16.2. A new research paradigm......Page 345
   16.3.1. Food buffet......Page 346
   16.3.2. Supermarkets......Page 347
  16.4. Food-evoked emotions in VR......Page 351
  16.6. A word on presence......Page 353
  16.7. Summary and future directions......Page 355
  References......Page 357
Section C: Testing products in context......Page 360
  17.1. Introduction......Page 362
  17.3. Initiation, adherence/compliance, and persistence......Page 363
  17.4. Product factors affecting consumer usage of nutritional supplements......Page 364
  17.5. Choice of research design, methodology, and protocol......Page 366
  17.6. Industry case study applications of health care supplements product research......Page 367
    17.6.1.2. Objective(s)......Page 368
    17.6.1.3. Methodology......Page 369
     Consumer market research online community-Adherence......Page 371
    17.6.1.5. Conclusions......Page 372
    17.6.2.2. Objective(s)......Page 373
     Controlled versus end-user environments-Characterization, preparation, and consumption......Page 374
    17.6.3.3. Methodology......Page 376
     Sensory and consumption experiences-Minimizing Fishy Burp-back......Page 377
    17.6.4.3. Methodology......Page 378
    17.6.4.4. Results......Page 379
  17.8. Practical considerations and future needs......Page 380
  17.9. Summary......Page 381
  References......Page 382
  Further reading......Page 385
   18.1.1. Consideration of physical context......Page 386
   18.1.3. Consideration of personal and cultural context......Page 387
  18.2. What are the implications while testing personal and home care products?......Page 388
  18.3. Intermediate alternatives such as evoking or mimicking/simulating contexts in CLT......Page 389
   18.3.1. Methods for evoking context in research and testing......Page 390
   18.3.2. Mimicking context with furniture and/or video screens......Page 391
   18.3.3. Simulating context with immersive virtual reality......Page 392
   18.3.4. Simulating context with 360 immersion......Page 394
  18.4. Recommendations and perspectives when evoking or mimicking/simulating context in CLTs......Page 398
   18.4.3. Potential bias......Page 399
   18.4.5. Level of immersion regarding presence and engagement......Page 400
  18.5. Conclusion......Page 401
  References......Page 402
  Further Reading......Page 406
  19.1. Context has many meanings......Page 408
  19.2. Context contributes to shape expectations and responses to beverages......Page 411
   19.2.1. Methodological considerations when evaluating the choice of a natural/naturalistic/virtual context for beverage e .........Page 416
  19.3. Beverages and situational appropriateness......Page 417
  19.4. Individual differences in preferred context to consume a product: A case study on coffee......Page 418
   19.4.1. The design of the study......Page 420
   19.4.2. Thematic analysis of the open-ended questions: Preferred contexts and habits, socio-demographics, and physiologic .........Page 421
  19.5. Conclusions......Page 423
  References......Page 424
  20.1. Introduction......Page 430
  20.2. Characterizing the context to design relevant cars evaluations: ``Between-products´´ context......Page 432
   20.2.1. Static evaluations......Page 433
    20.2.2.1. When the focus is elicited sensations......Page 437
    20.2.2.2. When the focus is usability......Page 439
  20.3. Characterizing the context to design relevant automotive systems evaluations: ``Inside-product´´ context......Page 441
   20.3.1. Various mock-ups......Page 442
   20.3.2. Many products of interest in one whole product......Page 444
   20.4.1. The need for methodologies to choose relevant contexts......Page 446
  References......Page 447
  Further reading......Page 451
  21.1. Introduction......Page 452
  21.2. The spatial context of the office at an individual level......Page 454
   21.2.1. Three empirical studies: Environmental satisfaction from an individual perspective......Page 455
    Study 1: Satisfaction with design-related factors in different office environments......Page 457
    Study 2: Ownership of workstation influence on satisfaction with design-related factors......Page 461
    Study 3: Environmental satisfaction and perceived productivity in different office categories......Page 464
  21.3. Discussion and conclusion of the three studies......Page 467
  21.4. The spatial context of the office from a group and organizational perspective......Page 469
  21.5. Concluding remarks......Page 471
  References......Page 472
   22.1.1. Beyond CLT and HUT......Page 478
   22.1.2. Lessons from ``nonfood´´ studies and product design......Page 479
   22.2.1. Challenges and added value of recreated contexts......Page 481
    22.2.1.1. Advantages of recreated contexts/contextualized CLTs......Page 483
    22.2.2.1. Product experience and need for real-life testing......Page 484
    22.2.2.2. Examples of real-life tests of products other than food......Page 486
    22.2.2.3. Challenges of real-life tests......Page 487
   22.2.3. Challenges and added value of immersive technologies......Page 488
    22.2.3.2. Virtual reality......Page 489
  22.3. Conclusions......Page 490
  References......Page 492
  23.1. Fundamentals of immersive technologies......Page 496
   23.1.1. Audio-visual devices......Page 498
   23.1.4. Other devices......Page 499
  23.2. Immersive applications......Page 500
  23.3. Benefits and restrictions of testing in context induced by immersive media-Learnings from different case studies......Page 501
    23.3.1.1. Cappuccino study......Page 502
    23.3.1.2. Beer study......Page 503
   23.3.2. Spread testing in five different setups......Page 505
    23.3.2.1. Conclusion for the spreads study......Page 508
   23.3.3. Yoghurt testing in five different setups......Page 509
    23.3.3.1. Conclusion for the yoghurt study......Page 510
   23.3.4. Toilet rim blocks in three different setups......Page 511
    23.3.4.1. Conclusion for the toilet rim block study......Page 512
   23.3.5. Potato chip testing in virtual and augmented reality setups......Page 513
    23.3.5.1. Conclusion for the chips study......Page 515
   23.3.6. Key results and insights......Page 516
  23.4. Conclusion and outlook......Page 517
  Appendix......Page 518
  References......Page 519
  24.1. Introduction......Page 522
  24.2. Body......Page 523
   24.3.1. In-factory/on-premise testing......Page 524
   24.3.2. The casual bar setting (CBS) for context-sensitive products......Page 526
    24.3.2.2. How does this CBS compare to CLT?......Page 527
    24.3.2.3. Using sensory attribute data to predict liking......Page 528
   24.3.3. Using conjoint approach to evaluate intrinsic and extrinsic product properties simultaneously......Page 534
    24.3.3.1. Future development......Page 535
    24.3.3.2. QDA panels at SMEs......Page 536
  Further reading......Page 540
  25.1. Introduction......Page 542
  25.2. Workwear for the food industry......Page 543
  25.3. Antimicrobial functionalization of textile materials......Page 545
  25.4. Comfort of clothing......Page 548
  25.5. Testing of wear comfort......Page 550
   25.5.1. Thermophysiological comfort testing on the material level......Page 551
   25.5.2. Thermophysiological comfort of the product level......Page 552
   25.5.3. Wearer trials......Page 554
   25.5.4. Skin sensorial comfort......Page 555
   25.5.5. Psychological comfort testing......Page 558
   25.6.1. Sensorial comfort vote......Page 559
   25.6.2. Comfort vote for workwear in the food industry......Page 560
  References......Page 561
  Further reading......Page 563
Section D: Other contextual variables......Page 564
  26.1. Introduction......Page 566
   26.2.1. Integrating context and emotion research......Page 567
   26.2.2. Contextual dimensions: More or less?......Page 568
   26.3.2. Case study 1: Exploring the use of scenarios to evoke enhanced at-home consumption environments......Page 571
    26.3.2.1. Empirical procedures and data analysis......Page 572
   26.3.3. Case study 2: Using a scenario and different memories to evoke mindsets and explore the impact on meal enjoyment  .........Page 574
    26.3.3.1. Empirical procedures and data analysis......Page 576
    26.3.3.2. Results and discussion......Page 577
  26.4. General discussion......Page 579
  References......Page 581
  27.2. The relativity of visual phenomena......Page 586
  27.3. Packaging and brand performance......Page 589
  27.4. Creating a new package......Page 590
  27.6. In-store testing......Page 597
  27.7. A/B testing......Page 599
  27.8. Asking questions......Page 600
  27.9. Consumer neuroscience/neuromarketing......Page 601
  References......Page 602
  Further reading......Page 605
  28.1. The design of retail spaces......Page 606
  28.2. Research on lighting in retail......Page 607
  28.3. Lighting supermarkets: From photographs to real stores......Page 608
    28.3.1.2. Results and discussion......Page 609
    28.3.1.3. Context......Page 610
    28.3.2.1. Method......Page 611
    28.3.2.2. Results and discussion......Page 612
    28.3.2.3. Context......Page 616
    28.3.3.2. Results and discussion......Page 617
    28.3.4.1. Method......Page 618
    28.3.5.1. Method......Page 619
    28.3.5.2. Results and discussion......Page 620
  28.4. General discussion......Page 621
   28.4.1. Different contexts for experimental research in retail and lighting......Page 622
  References......Page 623
   29.1.1. The unique case of alcoholic beverages......Page 626
  29.2. Contextual effects on alcoholic beverages......Page 629
   29.2.1. Contextual effects in laboratory-based research......Page 630
    29.2.1.1. Product information......Page 631
    29.2.1.3. Immersive context......Page 634
    29.2.1.4. Digital reality context......Page 637
    29.2.2.1. Studies comparing laboratory and real-life settings......Page 638
   29.3.1. Practical issues of alcoholic beverage consumer testing in different contexts......Page 642
   29.3.2. Context and alcoholic beverage experts......Page 643
  References......Page 645
 Chapter 30: Learning from the real world-Creating relevant research designs......Page 652
   Start with knowledge and understanding......Page 655
   Consider the traditional scientific method......Page 661
  30.3. Putting the pieces together......Page 668
  References......Page 670
  Further reading......Page 672
Section E: Summary......Page 674
 Chapter 31: Summary......Page 676
  References......Page 689
Index......Page 690
Back Cover......Page 708