Consumer facial expression in relation to smoked ham with the use of face reading technology. The methodological aspects and informative value of research results

Abstract

The study determined the emotional reactions of consumers in relation to hams using face visualization method, which was recorded by FaceReader (FR). The aims of the research were to determine the effect of the ham samples on the type of emotion, to examine more deeply the individual emotional reactions of consumers and to analyse the emotional variability with regard to the temporal measurement of impressions. The research involved testing the effectiveness of measuring emotions in response to the ongoing flavour impression after consumption of smoked hams. It was found that for all of the assessed samples, neutral and negative emotions prevailed as the overall emotions recorded during the assessment of the taste/flavour impression. The range of variability of the overall emotions depended more on the consumer reactions and less on the properties of the assessed product. Consumers expressed various emotions in time and the ham samples evoked different emotional reactions as an effect of duration of the impression.

Keywords: Consumers; Emotions; FaceReader; Neural networks; Smoked ham.