Analysis of sensory and cognitive performance of generational consumers using artisan tortillas

The objective of this research was to compare the sensory and cognitive performance of generations of consumers using artisanal tortillas. Four groups of generational consumers were evaluated (baby boomers, generation X, Y, and Z; n = 100 consumers per generational group). Three experiments were conducted: (1) use of the intensity scale, (2) determination of dominant attributes via TDS and (3) elicited emotions and memories. The results of the first experiment showed that baby boomers, generation X and Y had the best performance in terms of discrimination and consensus. The second experiment demonstrated that generation Z consumers identified dominant attributes of texture in mouth and the other generations identified corn flavor, nixtamal flavor, and sour taste attributes as dominant. Regarding the evaluation of emotions and memories, it was observed that as generations progress, more emotions, and memories were used. In this sense, generation Z was the one that used the most negative emotions and memories. Practical Applications Analyzing the generational effect can help researchers and tortilla manufacturers to the selection of generational consumer for the evaluation of artisanal, cross‐cultural, or industrialized foods.