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•Distinct groups were determined according to the food choices measured by the FCQ.•Using PPP, the groups characterized kefir labels according their consumption profile.•A ...multi-dimensional perception of labels was found by correlating FCQ and PPP.•MDA contributed to a more accurate interpretation of PPP results.
As consumer awareness of food expands, as does the understanding of the correlation between nutrition and health benefits, consumers are increasingly looking for healthier foods. One of these aspects can be observed in the search for foods with clean labels and with the removal/replacement of artificial additives, such as coloring. However, there are still no studies on the perception of foods with a positive reputation, such as fermented dairy. The present work aimed to evaluate the consumers’ perception (n = 121) of kefir labels with the addition of food dyes from different origins (KN = natural kefir / no dye; KCA = kefir added with artificial coloring; KCN = kefir added with natural coloring; KCR = kefir added with coloring from fruit residues), associating data obtained through Product Personality Profile (PPP) and the Food Choice Questionnaire (FCQ). Based on FCQ’s data, consumers were subdivided into three distinct clusters with specific profiles – Conscious, Balanced, and Flexible – and had their perceptions of each of the kefir labels described by PPP and Multidimensional Alignment Analysis (MDA). By consensus, the groups associated the KN label with individuals concerned about healthy eating and diets, reaffirming the positive commercial positioning of kefir. At the same time, for KCA, a contrasting association was observed. The Conscious group noted the samples better, emphasizing the correlation of KCR (with added fruit residue dye) with an adult female, married and engaged in physical activity. KCN was correlated with a young, single, student and gym or running target group stands out for the Balanced group. The Flexible one also associated the consumption of KCA with a young audience, ranging from athletic to overweight, with a normal to unbalanced diet. In summary, different impacts on the perception of kefir labels could be elicited with the correlation of FCQ, PPP, and MDA, emphasizing the importance of exploring market segments and design strategies for the target audience.
Brand addiction is one of the most important ways that consumers engage with brands. Other types of consumer-brand relationships include brand attachment, brand love, brand loyalty, brand passion and ...brand trust. This study provides an experientially grounded conceptualization and definition of brand addiction that distinguishes it clearly from other forms of consumer-brand relationships; and also from compulsive buying and acquisitive desire. Qualitative data from focus groups and projective-technique-based interviews were used to identify eleven salient properties which, in combination, characterize brand addiction: acquisitiveness; anxiety-irritability, bonding, brand exclusivity, collecting, compulsive urges, financial management versus debt tolerance, dependence, gratification, mental and behavioral preoccupation, and word of mouth. We compare brand addiction with the features of other consumer-brand relationships. The findings suggest that brand addiction is different from other consumer-brand-relationship concepts, and does not necessarily lead to harmful consequences for all brand addicts (unlike many other types of addiction).
This study explores the effectiveness of qualitative projective techniques to explore the corporate political brand image of Pakistan Tehreek-I-Insaf party PTI from a multiple-stakeholder ...perspective. This study addresses core gaps in projective techniques research of eliciting responses from a large cross-section of multiple stakeholders in varied non-western contexts. A qualitative interpretivist approach was adopted. More specifically, expressive projective techniques were embedded within focus group discussions. Nine focus group discussions (comprising 37 participants) were carried out in Karachi and Lahore (Pakistan) from June to November 2020. Each focus group lasted 60 to 90 minutes. A six-phased contextualist thematic analytical approach was employed to interpret the findings generated from the projective techniques and subsequent discussions. Projective techniques were established as an efficient and effective tool for exploring corporate political brand image research in Pakistan. The leadership element of the corporate political brand trinity was revealed to be larger than policies and party and it had both positive associations as well as being perceived as opportunistic. Policies were associated with dissatisfaction and incompetence whereas, the party element of the brand was viewed as ineffective and a subordinate brand. This study addresses explicit calls for further insights and research on the use of projective techniques in dynamic contexts and settings. In addition, this research adds to the limited understanding of the choice of stimuli and appraisal of projective techniques. Finally, this study provides a systematic ten-step guide entitled the projective techniques toolkit which outlines how to successfully conduct research using projective techniques. This research and developed toolkit will benefit practitioners and academics alike.
Facial expressions are considered sensitive indicators of emotional states in humans and many animals. Identifying facial indicators of emotion is a major challenge and little systematic research has ...been done in non-primate species. In dogs, such research is important not only to address fundamental and applied scientific questions but also for practical reasons, since many problem behaviours are assumed to have an emotional basis, e.g. aggression based on frustration. Frustration responses can occur in superficially similar contexts as the emotional state of positive anticipation. For instance, the anticipated delivery of a food reward may induce the state of positive anticipation, but over time, if the food is not delivered, this will be replaced by frustration. We examined dogs' facial expressions in contexts presumed to induce both positive anticipation and frustration, respectively, within a single controlled experimental setting. Using DogFACS, an anatomically-based method for coding facial expressions of dogs, we found that the "Ears adductor" action was more common in the positive condition and "Blink", "Lips part", "Jaw drop", "Nose lick", and "Ears flattener" were more common in the negative condition. This study demonstrates how differences in facial expression in emotionally ambiguous contexts may be used to help infer emotional states of different valence.
Formation of the word clouds that appear in the graphical abstract were done with the free online version of the WordArt program: Word Art Cloud Creator. For more information visit: ...https://wordart.com/create.
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•A narrative review was carried out with 74 articles using the WA technique.•Use of WA technique is a growing trend in food science field.•Several methods for the analysis of the words were reviewed and discussed.•Cross-cultural studies are important to validity and stability of associations.
Word association (WA) is a projective and powerful technique that consists of the spontaneous generation of words from specific stimuli. This technique is used in sociology and psychology studies; however, in the Consumer and Food Science area has gained importance since it allows to explore beliefs, expectations, or attitudes in the context of food consumption behavior. The aim of this work is to present a current status on the use of this technique in the studies of food consumption behavior. A narrative review of the literature was carried out with articles published in four databases: ScienceDirect, Wiley Online Library, Emerald Insight, and Taylor & Francis. Seventy-four articles that show the use of the WA technique in different cultures were selected. WA technique has been applied in different countries, however, it has been primarily used in Latin America. WA has been applied mainly to decipher consumers' perceptions towards different aspects of food, although some works show that WA serves to understand beliefs, expectations, impressions, attitudes, and even to conceptualize different categories of food from the language of consumers. Some theoretical and methodological implications are discussed regarding the use and application of this projective technique.
A shift towards a plant-based diet is desired to promote sustainability, improve health, and minimize animal suffering. However, many consumers are not willing to make such a transition, because of ...attachment to meat and unwillingness to change habits. The present work explored the perception of Norwegian and French consumers' attitudes, barriers and opportunities to increase the likelihood of a shift in diet. Three creative focus groups (CFGs), using interactive tasks such as photo-collage, projective mapping, story completion and third person technique, were run with omnivorous adult consumers in each country. CFGs gathers undirected feedback, providing less biased responses than other exploration methods, related to e.g. social norms. In both countries, results were in general lines comparable. Nutritional knowledge was low regarding vegetable proteins; familiar sources of protein were mostly animal. There is a strong gap between respondents’ desired behaviour (balancing nutrition, eating less meat) and their actual behaviour: meat is very important, and the menu is often organized around it. Consumers are curious about vegetable sources of protein, but major constraints were hedonics in France, and convenience in Norway. The main barrier to a shift in diet is the lack of knowledge on how to prepare plant-based meals. Many participants find a conflict between health & sustainability in industrial products, perceiving them as highly processed and suggesting that meat replacers might not be a straightforward way to drive omnivorous consumers to shift to a more plant-based diet.
•Exploration of consumers' attitudes, barriers, and opportunities for the green shift.•Norwegian and French consumers were compared.•Three creative focus groups using interactive tasks were run (photo-collage, projective mapping, third person technique).•Main barrier is the lack of culinary knowledge, hedonics in France, and convenience in Norway.•Participants find a conflict between health & sustainability perceiving industrial products as highly processed.
As editor-in-chief for Rorschachiana, starting from August 1, 2020, the author states that he will respect the journal’s background and tradition while trying to promote its further growth in terms ...of impact and scientific relevance. There are several challenges that Rorschachiana will have to face to continue its successful development in the coming years. To cope with these challenges and foster the growth of the journal, at the onset of his tenure as editor-in-chief he will put together an active, diverse, and qualified editorial board. Also, he will welcome submissions on valid projective tests, whether traditional or new, so that the community of clinicians might benefit from having better knowledge of them. The journal is open to developers of new tests, or new coding systems for traditional tests, to submit manuscripts providing scientifically sound literature reviews of these measures, illustrating the psychometric properties of their coding systems, demonstrating their clinical utility, and informing readers about the training procedures available to become proficient in their use. (PsycInfo Database Record (c) 2020 APA, all rights reserved)
Yogurts, fermented milk beverages, and fermented milks have great similarity and are widely accepted by Brazilian population, but the factors that influence their choice and consumption are unknown. ...In this sense, the present study aimed to identify the main aspects involved in consumers' perception of 3 different products, comparing the findings by using the 2 fast qualitative methods, word association and projective mapping, and a standard method, focus group. The tasks were performed by different participants through graphic stimuli (word association and projective mapping) and focus interviews (focus group). Results showed that all the 3 methodologies identified numerous intrinsic and extrinsic factors that influence the consumer choices regarding fermented dairy products. Major dimensions were closely related to the sensory aspects, emotional factors, perception of benefits, and composition, among others. It is noteworthy that the stimuli related to fermented milk beverages evoked rejecting responses, possibly due to the dissociation between information and consumers' expectation. Although minor differences were observed between the number and type of dimensions that were obtained, similar conclusions can be drawn from all 3 sensory methods, which shows the relevance of qualitative and projective methods for investigation of consumers' perception. These findings can help dairy companies to provide subsidies and guidelines for the reformulation of their products, marketing strategies, and improvement in the communication between producers and consumers from different fermented dairy products.
What is story completion? How come I've never heard of it? Can it be useful for me as a qualitative researcher? A relatively unknown method for qualitative data collection, story completion has a ...long history of use in psychotherapy practice and (quantitative) developmental psychology research. We believe it has untapped, exciting potential as a qualitative technique in and beyond psychology, offering something quite different to many of the popular methods (e.g., interviews, focus groups). In this article, an introduction to an exciting Special Issue that discusses and demonstrates the potential of story completion, we provide a brief history of the development of story completion as a qualitative technique and an overview of design, sampling, and data analysis in story completion research. We finish by highlighting potential pitfalls of story completion, alongside a discussion of the possibilities it offers, and briefly introduce the empirical papers in the Special Issue.
Bernard I. Murstein (1929-2020) Chrisler, Joan C.
The American psychologist,
05/2021, Letnik:
76, Številka:
4
Journal Article
Recenzirano
Presents the obituary of Bernard I. Murstein (1929–2020). Bernard earned his BS in psychology at the City College of New York, MS in psychology at the University of Miami (where he claimed to have ...been inducted into Psi Chi at a poolside ceremony), and PhD in clinical psychology at the University of Texas at Austin in 1955. Bernard taught at Louisiana State University, the University of Portland, OR, and the University of Connecticut before joining the faculty of Connecticut College in 1963. He remained there until his retirement in 1999, except for a year as a Fulbright Scholar at the University of Louvain in Belgium. Bernard published seven academic books, including Theories of Attraction and Love (1971), Love, Sex, and Marriage through the Ages (1974), Who Will Marry Whom? (1976), and Paths to Marriage (1986). He also published more than 130 journal articles and book chapters on psychological testing, interpersonal attraction, marital choice, sexual behavior, relationship styles, and marital adjustment. He is best known for his stimulusvalue-role theory (1970) of relationship development, which is cited in most textbooks on social psychology and intimate relationships. Bernard was elected to Fellow status in the American Psychological Association (Divisions 8, 12, and 43) and the Society for Projective Techniques. The Spanish Psychological Association named him one of the most important psychologists of the 20th century; his book Theory and Research in Projective Techniques (1963) was listed by Basic Sources of Information in the Social Sciences among the 50 most important books on psychology. He is survived by his wife Nelly Kashy Murstein, the Hanna Hakesbrink Professor Emerita of French at Connecticut College, his daughters Danielle and Collette, and three granddaughters. (PsycInfo Database Record (c) 2022 APA, all rights reserved) (Source: journal abstract)
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