Emociones y preferencias visuales de consumidores hacia hojuelas de papas (Solanum tuberosum) nativas y clásicas: Estudio comparativo utilizando neurogastronomía y neuromarketing

Autores/as

  • Samuel Julca-Infantes Facultad de Ciencias Agropecuarias, Universidad Nacional de Trujillo, Trujillo, Perú.
  • J. P. Cruz-Tirado Department of Food Engineering, School of Food Engineering, University of Campinas, Campinas, SP, Brasil.
  • Delia Izaguirre-Torres Facultad de Ciencias de la Salud, Universidad Católica de Trujillo Benedicto XVI, Trujillo, Perú.

DOI:

https://doi.org/10.17268/sci.agropecu.2023.021

Palabras clave:

papa nativa, toma de decisiones estratégicas, investigación de mercado, preferencias y emociones, neuromarketing

Resumen

El uso de herramientas tecnológicas, en adición a las técnicas tradicionales, para conocer las emociones y preferencia de los consumidores a productos alimenticios es muy importante para que los desarrolladores de productos tengan mejor información para la toma de decisiones. El objetivo del presente estudio fue utilizar herramientas de la neurogastronomía y neuromarketing para estudiar las emociones y preferencias visuales de los consumidores hacia hojuelas de papas (Solanum tuberosum) nativas y clásicas. Se utilizaron dos tipos de hojuelas frita, papa clásica y papa nativa, con un costo de S/ 6,60 (1.79 USD) y S/ 7,00 (1.90 USD), respectivamente. En una primera etapa se utilizó la tecnología de Seguimiento Ocular y el Análisis de Emoción utilizando una aplicación para teléfono móvil. En una segunda etapa, cada participante respondió una encuesta cognitiva, mediante el uso de formulario Google. Se utilizaron 100 consumidores con edades entre 14 y 63 años. La encuesta mostró que un 45% de los consumidores mostraron su intención de comprar el producto nativo más que el producto clásico. Los resultados de neuromarketing mostraron principalmente una mayor proporción de neutralidad, y un poco menor, en emociones negativas de “escepticismo”, “tristeza” y “disgusto”, especialmente sobre el factor nutricional y el precio. Estos resultados, más que contradictorios son complementarios, ya que las herramientas tecnológicas nos permiten conocer más detalles de las preferencias y elecciones. Los consumidores pretenden consumir más productos nativos, siempre que sean más nutritivos, más sustentables, más baratos y beneficien al productor local.

Biografía del autor/a

Samuel Julca-Infantes, Facultad de Ciencias Agropecuarias, Universidad Nacional de Trujillo, Trujillo, Perú.

 

 

 

J. P. Cruz-Tirado, Department of Food Engineering, School of Food Engineering, University of Campinas, Campinas, SP, Brasil.

 

 

 

 

Delia Izaguirre-Torres, Facultad de Ciencias de la Salud, Universidad Católica de Trujillo Benedicto XVI, Trujillo, Perú.

 

 

Citas

Antonetti, P. & Maklan, S. (2014). Feelings that make a difference: How guilt and pride convince consumers of the effectiveness of sustainable consumption choices. J. Bus. Ethics, 124, 117–134.

Aprile, M. C., Caputo, V., & Nayga Jr, R. M. (2016). Consumers’ preferences and attitudes toward local food products. Journal of Food Products Marketing, 22(1), 19–42.

Ariffin, S. K., Lee, T. M., & Mohsin, A. M. (2022). The Effects of Malaysian Consumer’s Emotions on Attitude Towards Mobile Advertising of Cosmetic Products. Malaysian Journal of Consumer and Family Economics, 28, 378 - 404.

Boggiano, M. M. (2016). Palatable Eating Motives Scale in a college population: Distribution of scores and scores associated with greater BMI and binge eating. Eating Behaviors, 21, 95–98.

Boggiano, M. M., Wenger, L. E., Burgess, E. E., Tatum, M. M., Sylvester, M. D., Morgan, P. R., & Morse, K. E. (2017). Eating tasty foods to cope, enhance reward, socialize or conform: What other psychological characteristics describe each of these motives? Journal of Health Psychology, 22(3), 280–289.

Bryła, P. (2016). Organic food consumption in Poland: Motives and barriers. Appetite, 105, 737–746. doi: https://doi.org/10.1016/j.appet.2016.07.012

Brush, S., Kesseli, R., Ortega, R., Cisneros, P., Zimmerer, K., & Quiros, C. (1995). Potato diversity in the Andean center of crop domestication. Conservation Biology, 9(5), 1189–1198.

Cardello, A. V., Meiselman, H. L., Schutz, H. G., Craig, C., Given, Z., et al. (2012). Measuring emotional responses to foods and food names using questionnaires. Food Quality and Preference, 24, 243-250.

Chougule, B. B., & Patil, A. S.(2022). A Machine Learning Approach for Multiclass Sentiment Analysis of Twitter Data: A Review. Communications in Computer and Information Science, 1591, 408-416. doi: https://doi.org/10.1007/978-3-031-07012-9_35

Cummings, J. R., Schiestl, E. T., Tomiyama, A. J., Mamtora, T., & Gearhardt, A. N. (2022). Highly processed food intake and immediate and future emotions in everyday life. Appetite, 169, 105868. doi: https://doi.org/10.1016/j.appet.2021.105868

Dalenberg, J. R., Gutjar, S., Ter Horst, G. J., de Graaf, K., Renken, R. J., et al. (2014). Evoked emotions predict food choice. PLoS One, 9, e115388. https://doi.org/10.1371/journal.pone.0115388

Das, S., Chatterjee, A., & Pal, T. K. (2020). Organic farming in India: a vision towards a healthy nation. Food Quality and Safety, 4(2), 69–76. doi: https://doi.org/10.1093/fqsafe/fyaa018

Desmet, P. (2003). Development and application of an instrument to measure emotional responses to products. In Funology; Springer: Dordrecht, The Netherlands. Pp. 111–123.

Desmet, P. M. A., & Schifferstein, H. N. J. (2008). Sources of positive and negative emotions in food experience. Appetite, 50(2–3), 290-301. doi: https://doi.org/10.1016/j.appet.2007.08.003.

Devaux, A., Hareau, G., Ordinola, M., Andrade-Piedra, J., & Thiele, G. (2020). Native Potatoes. Choices, 35(4), 1–7.

Di Flumeri, G., Aricò, P., Borghini, G., Sciaraffa, N., Di Florio, A., & Babiloni, F. (2019). The dry revolution: Evaluation of three different EEG dry electrode types in terms of signal spectral features, mental states classification and usability. Sensors, 19(6), 1365.

Espichán, F., Rojas, R., Quispe, F., Cabanac, G., & Marti, G. (2022). Metabolomic characterization of 5 native Peruvian chili peppers (Capsicum spp.) as a tool for species discrimination. Food Chemistry, 386, 132704. doi: https://doi.org/10.1016/j.foodchem.2022.132704

Feldmann, C., & Hamm, U. (2015). Consumers’ perceptions and preferences for local food: A review. Food Quality and Preference, 40, 152–164.

Fernández-Ferrín, P., Calvo-Turrientes, A., Bande, B., Artaraz-Miñón, M., & Galán-Ladero, M. M. (2018). The valuation and purchase of food products that combine local, regional and traditional features: The influence of consumer ethnocentrism. Food Quality and Preference, 64, 138–147.

García-Madariaga, J., Blasco López, M. -F., Moya Burgos, I., & Recuero, N. (2019). Do isolated packaging variables influence consumers' attention and preferences? Physiology & Behavior, 200, 96-103. doi: https://doi.org/10.1016/j.physbeh.2018.04.030.

Gottschalk, I., & Tabea, L. (2013). Consumer reactions to the availability of organic food in discount supermarkets. Int. J. Consum. Stud., 7, 136–142. doi: https://doi.org/10.1111/j.1470-6431.2012.01101.x

Gowri, S., Surendran, R., Divya Bharati, M. C., Jabes, J. (2022). Improved Sentimental Analysis to the Movie Reviews using Naive Bayes Classifier. 2022 through 18 March 2022. Proceedings of the International Conference on Electronics and Renewable Systems, ICEARS 2022, 1831 - 1836. Code 178760. doi: 10.1109/ICEARS53579.2022.9752408

Hempel, C., & Hamm, U. (2016). How important is local food to organic-minded consumers? Appetite, 96, 309–318. doi: https://doi.org/10.1016/j.appet.2015.09.036

Hernández-Fernández, A., Mora, E., & Vizcaíno, M. I. (2019). When a new technological product launching fails: A multi-method approach of facial recognition and E-WOM sentiment analysis. Physiology & Behavior, 200, 130-138. doi: https://doi.org/10.1016/j.physbeh.2018.04.023.

Horton, D., & Samanamud, K. (2013). Peru’s native potato revolution. Lima (Peru). International Potato Center (CIP). 6 p. Papa Andina Innovation Brief. no.2.

Ismael, D., & Ploeger, A. (2020). Consumers’ Emotion Attitudes towards Organic and Conventional Food: A Comparison Study of Emotional Profiling and Self-Reported Method. In Foods (Vol. 9, Issue 1). doi: https://doi.org/10.3390/foods9010079

Kröger, J. L., Lutz, O. H. M., & Müller, F. (2020). What Does Your Gaze Reveal About You? On the Privacy Implications of Eye Tracking. In: Friedewald, M., Önen, M., Lievens, E., Krenn, S., Fricker, S. (eds) Privacy and Identity Management. Data for Better Living: AI and Privacy. Privacy and Identity 2019. IFIP Advances in Information and Communication Technology, 576. Springer, Cham. doi: https://doi.org/10.1007/978-3-030-42504-3_15

Meinzen-Dick, R. S., Devaux, A., & Antezana, I. (2009). Underground assets: potato biodiversity to improve the livelihoods of the poor. International Journal of Agricultural Sustainability, 7(4), 235–248.

Meiselman, H. L. (2015). A review of the current state of emotion research in product development. Food Research International, 76(Part 2), 192-199. doi: https://doi.org/10.1016/j.foodres.2015.04.015

Michel, C., Velasco, C., Gatti, E., & Spence, C. (2014). A taste of Kandinsky: Assessing the influence of the visual presentation of food on the diner’s expectations and experiences. Flavour, 3, 7.

Nestel, P. J., & Mori, T. A. (2022). Dietary patterns, dietary nutrients and cardiovascular disease. Rev. Cardiovasc. Med., 23(1), 17. doi: https://doi.org/10.31083/j.rcm2301017

Paakki, M., Kantola, M., Junkkari, T., Arjanne, L., Luomala, H., & Hopia, A. (2022). “Unhealthy = Tasty”: How Does It Affect Consumers’ (Un)Healthy Food Expectations? FoodsOpen Access, 11(19), 3139. doi: https://doi.org/10.3390/foods11193139

Piñero, P., Pérez-Neira, D., Infante-Amate, J., Chas-Amil, M. L., & Doldán-García, X. R. (2020). Unequal raw material exchange between and within countries: Galicia (NW Spain) as a core-periphery economy. Ecological Economics, 172, 106621. doi: https://doi.org/10.1016/j.ecolecon.2020.106621

Roascio-Albistur, A., & Gámbaro, A. (2018). Consumer perception of a non-traditional market on sous-vide dishes. International Journal of Gastronomy and Food Science, 11, 20–24. doi: https://doi.org/10.1016/j.ijgfs.2017.10.002

Salvador-Reyes, R., & Clerici, M. T. P. S. (2020). Peruvian Andean maize: General characteristics, nutritional properties, bioactive compounds, and culinary uses. Food Research International, 130, 108934. doi: https://doi.org/10.1016/j.foodres.2019.108934

Samoggia, A., Del Prete, M., & Argenti, C. (2020). Functional needs, emotions, and perceptions of coffee consumers and non-consumers. Sustainability (Switzerland), 12(14), 5694. doi: 10.3390/su12145694

Stasi, A., Songa, G., Mauri, M., Ciceri, A., Diotallevi, F., Nardone, G., & Russo, V. (2018). Neuromarketing empirical approaches and food choice: A systematic review. Food Res. Int., 108, 650–664.

Susac, A., Bubic, A., Planinic, M., Movre, M., & Palmovic, M. (2019). Role of diagrams in problem solving: An evaluation of eye-tracking parameters as a measure of visual attention. Physical Review Physics Education Research, 15, 013101.

Tobin, D., Glenna, L., & Devaux, A. (2016). Pro-poor? Inclusion and exclusion in native potato value chains in the central highlands of Peru. Journal of Rural Studies, 46, 71–80. doi: https://doi.org/10.1016/j.jrurstud.2016.06.002

Tirado-Lara, R., Tirado-Malaver, R., Mayta-Huatuco, E., & Amoros-Briones, W. (2020). Identificación de clones de papa con pulpa pigmentada de alto rendimiento comercial y mejor calidad de fritura: Estabilidad y análisis multivariado de la interacción genotipo-ambiente. Scientia Agropecuaria, 11(3), 323-334. http://doi.org/10.17268/sci.agropecu.2020.03.04

Tzafilkou, K., Panavou, R., & Economides, A. (2022). Facially Expressed Emotions and Hedonic Liking on Social Media Food Marketing Campaigns: Comparing Different Types of Products and Media Posts. 2022 17th International Workshop on Semantic and Social Media Adaptation and Personalization, SMAP, Virtual, online 3 al 4 November 2022, Cod.184277. doi: 10.1109/SMAP56125.2022.9942096

Wang, J., Bao, J., Wang, C., & Wu, L. (2017). The impact of different emotional appeals on the purchase intention for green products: The moderating effects of green involvement and Confucian cultures. Sustain. Cities Soc. 2017, 34, 32–42. doi: https://doi.org/10.1016/j.scs.2017.06.001

Zheng, Q., Zeng, H., Xiu, X., Chen, Q. (2022). Pull the Emotional Trigger or the Rational String? A Multi-Group Analysis of Organic Food Consumption. Foods, 11(10), 1375. doi: https://doi.org/10.3390/foods11101375.

Descargas

Publicado

2023-06-05

Cómo citar

Julca-Infantes, S. ., Cruz-Tirado, J. P. ., & Izaguirre-Torres, D. . (2023). Emociones y preferencias visuales de consumidores hacia hojuelas de papas (Solanum tuberosum) nativas y clásicas: Estudio comparativo utilizando neurogastronomía y neuromarketing. Scientia Agropecuaria, 14(2), 235-246. https://doi.org/10.17268/sci.agropecu.2023.021

Número

Sección

Artículos originales