MMR Founder and Chairman Professor David Thomson will chair a 'Hot Topic' session at this years' IFT Conference in Chicago.
Designing Emotion into Food Products to Create
Long-Term Consumer Appeal
Most new products are launched with the expectation of commercial success, but in practice almost all new food products fail.
appears that there is a fundamental gap in our scientific understanding
of what motivates longer-term consumption behavior. It's time to step
back and take a long hard look at our understanding of what really
motivates food choice and how we might capture this in research.
In this session, visitors will hear from three speakers;
Herb Meiselman: To design emotion into
products, practitioners should understand the fundamental nature of emotion,
how it’s captured qualitatively and how it’s measured quantitatively.
David Thomson: How emotion delivers reward and why liking often fails to predict long-term
consumption behavior. Conceptual profiling and innovative approaches for
predicting emotional outcome are explored.
Carla Kuesten (Amway): An experienced
practitioner uses a commercial case study to describe how emotion is
incorporated into product design and development.
The session takes place on July 19th in Room N427bc from 10.30am - 12.00pm.
Find out more here >