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Mapping the experience of drinking. Using multiple factor analysis for

contingency tables (MFACT) to understand the drinking experience of beers

Presentation · April 2018

DOI: 10.13140/RG.2.2.33110.75844

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Carlos Gómez-Corona Sylvie Chollet

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MAPPING THE EXPERIENCE OF DRINKING |MFACT|
Carlos GÓMEZ CORONA

● Sylvie CHOLLET● Héctor ESCALONA● Dominique VALENTIN●

|SENSOMETRICS – 2018|
THE EXPERIENTIAL TURN

Notion of experience entered the field of consumption with

Holbrook & Hirschman’s article of 1982, revealing a consumer
that feels and thinks beyond purchasing

Romanticism underlies our present model of consumption,

moving away from functionalism…. (Addis, 2001)

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THE EXPERIENCE DIMENSIONS. DIFFERENT APPROACHES
None of them are specific to food & beverages

(after Walls et al., 2011) (after Warell, 2008)

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 4
(after Gómez-Corona, 2017))
 THE OBJECTIVE OF THE STUDY
Measure the drinking experience

Understand the experience of drinking beer an assessing the

Cognitive impact of different dimensions used in the interaction with

dimension
the product: affect, senses and cognition.

• Study 1: Define a set of phrases that can be used to define

each dimension using a CATA approach.

Sensory Affective
dimension dimension • Study 2: Measure the drinking experience of beer in real

context situations.

5
 METHODOLOGY STEP BY STEP
1• 15 phrases per dimension were selected from 2• Natural context (restaurant – bar)
previous studies:
• Measure the drinking experience in two steps:
• Consumer ethnographies • Non drinking
• Contextual focus groups • Drinking

• Pass from 15 phrases to 6 per dimension • Measure liking and purchase intention

• N75 • N400
• Men and women (25 – 45 years) • Men and women (25-45 years)
• Beer consumers • Craft / industrial beer consumers
• Online study recruitment (cint.com)
• For each step:
• For each phrase rate: • Experience CATA
• Appropriateness (5-points scale) • Liking (9-points scale)
• Categorization task (S – A – C) • PI (5-points scales)
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 CATA – FOR THREE DIMENSIONS
SENSORY dimension
The most important thing of this beer
is the flavour
The experience of this beer comes
from its flavour
Its worthy to take some time to enjoy
this beer
I like beers like this, that are balanced
between flavour, aroma and body
What makes me enjoy this beer is its
cold temperature
I enjoy the aroma of the beer
AFFECTIVE dimension COGNITIVE dimension
I would like to share this beer with
I like to know the style of the
someone close to me beer that I am drinking
Drink this beer is like a big I would like to know who
sensation of pleasure produces this beer
Drink this beer relaxes me, calm me
I found ludic and
entertaining to drink this beer
Drink this beer can help in those This is a beer for thought
moments of tension
This beer changes my mood I would like to take a picture
of this beer to remember it
I feel great drinking this beer I like to read the label of this
beer
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 STUDY 2 DETAILS
Beers used in the study Questionnaire
Non-tasting step Tasting step
1. CATA 1. CATA
2. Craving 2. Overall liking
3. Expected liking 3. Colour liking
4. Purchase intention 4. Flavour liking
5. Texture / consistency liking
6. Aftertaste liking
7. Purchase intention

Contextual evaluation 8
LIKING EVALUATION RESULTS…NO DIFFERENCES IN OL AND PI
Non tasting P-value (0.080) Tasting P-value (0.01)
7.5 8

7.3 7.3 7.7

7.2 7.2 7.6 bc
7.1 7.1 7.6 b ab
7 7.4 7.4
7 7.5 ab ab
7.3 ab 7.2
6.7 ab

7a
6.5 7

6 6.5

EXPECTED LIKING FLAVOUR LIKING

• Purchase intention P-value (0.341) • Overall liking P-value (0.168)
• Purchase intention P-value (0.205)
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 BASED ONLY IN FREQUENCIES, INDUSTRIAL BEER ARE SENSORY &
AFFECTIVE, WHILE CRAFT BEERS ARE SENSORY & COGNITIVE
INDUSTRIAL BEERS CRAFT BEERS
Corona Pacífico Victoria Bohemia Tempus Minerva 6 Hileras Cucapá
Oscura Alt Pale Ale Chupacabras
Non tasting
Sensory 101 a 115 ab 129 b 111 ab 120 ab 116 ab 125 b 116 ab
Affective 100 a 74 b 83 ab 61 b 87 ab 76 b 66 b 65 b
Cognitive 54 a 37 ab 29 b 47 a 114 c 77 d 109 c 121 c

Tasting
Sensory 101 a 137 b 128 b 135 b 150 b 150 b 136 b 151 b
Affective 92 a 88 a 96 a 67 b 95 a 79 ab 71 ab 79 ab
Cognitive 48 a 29 b 38 ab 18 b 117 c 80 c 95 c 92 c

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 MFACT. WHY?
Multiple Factor Analysis of Contingency Tables

A classical approach to analyze a table of products x words is correspondence

analysis Why?

CA offers a visualization of:

• the similarities between products
• the similarities between words
• the associations between products and words: a word is at the centroid of the
products that it describes

CA applied to a global products words table relies on the assumption that a same
word mentioned by different panelists reports a similar perception.

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STUDY DESIGN STARTS WITH A 3- WE THEN HYPOTHESISE THAT WE
DIMENSIONAL APPROACH HAVE 3 DIMENSIONS
• Each set of phrases have a different variance, probably.

• 3 sub-tables can be created: sensory, affective & cognitive

• They can be projected into the same space

Sensory Affective Cognitive row-

S1 S2 S3 S4 S5 S6 S1 S2 S3 S4 S5 S6 S1 S2 S3 S4 S5 S6 margin
Corona 0 1 1 0 0 1 0 1 1 0 1 0
Pacífico 1 1 0 1 0 0 1 0 0 1 0 0
Victoria 1 0 1 0 1 0 1 0 0 0 0 0
Bohemia 0 0 0 0 0 0 1 0 0 1 0 1
Tempus 0 0 0 0 1 0 f ijt 1 0 0 1 1 1 f i ..
Minerva 1 0 0 1 0 0 1 1 1 0 1 1
6 Hileras 1 0 1 1 1 0 1 1 0 1 1 1
Cucapá CH 0 0 0 0 1 1 1 1 1 1 1 1

column
margin f .jt

• As in classical MFA, the overweighting is obtained by

dividing the initial weight of the columns by the first
eigenvalue of the separate analysis of the sub tables.

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RELATIONSHIP ACROSS DIMENSIONS IN THE MFACT

Similar relation across HCA

variables 4 clusters

Liking & sensory are

more related between
them.
HCA
Cognitive in between 4 clusters

Affective, more
“independent”

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 TASTING CONDITION ZOOM IN
SENSORY & AFFECTIVE CLUSTER 1 SENSORY CLUSTER 2

F. liking: Corona 7.0a Victoria 7.3 ab F. liking: Pacifico 7.6b B. Oscura 7.4 ab

S. What makes me enjoy this beer is it is S. The most important thing of this beer is
cold temperature the flavour
A. I feel great drinking this beer

COGNITIVE CLUSTER 3 MIX CLUSTER 4

F. liking: Tempus 7.6b 6Hileras 7.4 ab F. liking: Minerva Pale Ale 7.7 bc
Cuapá 7.2 ab
C. I would like to know who produces this
C. I would like to know who produces this beer
beer
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 DRINKING EXPERIENCE TAKE AWAY

• Liking and purchase intention variables were less discriminant… (Carú and Cova 2003).

• Products have similar liking but the way we interact with it (dimensions) is different.
Porcherot (2010) and Warrenburg (2005) for emotions.

• Cognitive dimension in craft beer was found as salient. Or cognitive experience seekers as
Hirschaman (1984) mentioned.

• Industrial beers were found salient for the sensory and affective dimensions.

We propose that drinking experience can be better understood by taking into

consideration three components: sensory, affective and cognitive

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 CREATING A TOOL TO MEASURE THE DRINKING EXPERIENCE

• Each product can be unique based in its

capacity to trigger a specific experience while
having the same liking or purchase intention.

MFA

Liking
variable

Dimensions
(variables)

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 MEASUIRNG THE DRINKING EXPERIENCE, STEP BY STEP
A possibility out of several approaches

Phrase Phrases STUDY Prepare DATA MFACT

selection validation • Liking for analysis • MFA methods
• Quali • Online • Dimensions / • Dimensions
• Quanti • For each CATA • Add variables
dimension • Functional

Experience becomes then the measurement of a

dimension. We are involved with a product with a
sensory dimension, affective or cognitive.

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GRACIAS
| Dominique | Sylvie | Héctor |

carlos.gomezcorona@gmail.com

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