The Psychology of Consumer Preferences

(Webinar length:  1h 28m)


In recent years, sensory science has mandated a complete separation of consumers and trained panelists in terms of their roles in product evaluations. In part this is due to the subjectivity of consumer responses. This webinar aims to give some of the science behind consumer perceptions and how they might differ from that of analytical panelists. In addition, this presentation will cover:

  • Recent research on ways in which subjectivity can aid product development
  • An assessment of the type of questions that legitimately be asked of consumer about products
  • A review of new scale types in preference/acceptability assessment
  • How emotional responses can be used in product assessments
  • Consideration of whether we should be looking for more objective measures of liking, including an update on behavioral methods of uncovering consumer preferences 

Learning objectives:

  • Understand the relationship between consumer perceptions and liking
  • Become familiar with recent innovations in liking scales
  • Understand the advantages of behavioural methods of assessment of preferences and situations in which such methods can be applied
  • Obtain an overview of the current state of research in the use of emotion scales in product assessment
  • Become familiar with techniques that use emotions to facilitate product discrimination 

Who will benefit from this webinar:

  • Product Development Scientists
  • R&D Managers
  • Sensory Evaluation Professionals
  • Marketing Research Managers
  • Nutritionist Professionals

Presenter--Dr. John Prescott

Dr. Prescott is director of TasteMatters Research & Consulting, and author of the recently published book Taste Matters. Why We Like The Foods We Do. (Reaktion Books, London). He was previously a professor in psychology at universities in Australia, and director of the Sensory Science Research Centre (University of Otago, New Zealand) and Sensory Research Centre (CSIRO, Australia). He received his doctorate from the University of New South Wales, Australia.

He has authored more than 90 scientific publications on topics such as genetic variations in taste perception, cross-cultural food perceptions and preferences, flavour perception, food preferences, and odour learning and memory. He is past President and Secretary of the Australaian Association for Chemosensory Science, an executive editor of the journal Chemosensory Perception, and editor of the pre-eminent journal for applied sensory science, Food Quality and Preference. Further biographical details are available via Linkedin or

  • Item #: 0116ePsych
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Price $289.00