All objects, including brands and products, have perceptual
(sensory) characteristics and conceptual associations. Together they
determine how an object seems to us and how it impacts on our feelings.
and quantifying the conceptual associations that trigger the feelings
that induce reward and subsequently motivate behaviour (conceptual
profiling), provides a rich source of insight for guiding brand and
This paper presents a brief theoretical description of conceptualization, followed by three practical case studies.
Read the full paper from the Tenth Pangborn Sensory Science Symposium in the Food Quality and Preference Journal >