Psychographic measures and sensory consumer tests: When emotional experience and feeling-based judgments account for preferences

The aim of this study is to explore psychological and psychosocial individual differences in order to understand heterogeneous sensory preference clusters identified in consumer tests. We conducted two studies with 100 participants in each. Six seat car fabrics were rated on liking items. A questionnaire composed of the Affect Intensity Measure (AIM) [Larsen, R. J. (1984). Theory and measurement of affect intensity as an individual difference characteristic. Dissertation Abstracts International, 85, 2297B], the Rational-Experiential Inventory (REI), the Iowa–Netherlands Comparison Orientation Scale, (INCOM) [Gibbons, F. X., & Buunk, B. P. (1999). Individual differences in social comparison: Development of a scale of social comparison orientation. Journal of Personality and Social Psychology, 76, 129–142], and the Centrality of Visual Products Aesthetics (CVPA) [Bloch, P. H., Brunel, F. F., & Arnold, T. J. (2003). Individual differences in the centrality of visual product aesthetics: Concept and measurement. Journal of Consumer Research, 29, 551–565] was used. Two clusters of preferences were characterized by the AIM and REI measures. One group, “the velvet fabrics likers”, experienced emotions more intensely than the “non-velvet likers” who in turn, appeared to rely mostly on feelings in the judgment process. We discuss the possible influence of these psychological factors on the significance of sensory input used in the evaluation process.