Brain amidst a field of foods, with subtle emotional expressions on the foods.

Decoding Emotions in Food: Why Understanding Feelings Matters More Than Just Liking

Elliot Brynn in Mind & Education December 2025 • 4 min read.

"Go beyond 'Do you like it?' and explore the real emotional connections consumers have with food. Unlock deeper insights to predict choices and enhance product appeal."

The author expresses gratitude to experts for their insightful commentaries on their article, emphasizing that the goal is not to counter individual points but to provide context for the article's purpose.

Drawing from years of sensory meeting attendance, the author notes a growing interest in measuring emotions, driven by dissatisfaction with the predictive power of liking/acceptability/preference measurements alone. Sensory scientists are exploring if adding emotional measures can improve the ability to predict actual food choices.

The article assumes that those exploring emotion measurement are familiar with publications in journals and books focused on consumer products but might be less aware of broader issues discussed in psychology and affective science.

Beyond Valence and Arousal: The Nuances of Emotional Meaning

Brain amidst a field of foods, with subtle emotional expressions on the foods.

The author clarifies that the intention was not to be prescriptive, even if it seemed like favoring valence and arousal measurements over individual emotions. The core belief is that emotions like fear, anger, disappointment, joy, disgust, and awe are all real and impactful.

However, it's crucial to understand what each emotion term truly means. Recent research highlights the role of context in shaping emotional responses. Individual differences in how people interpret and react to context can lead to a variety of emotional outcomes. This complexity arises even before considering individual predispositions toward experiencing certain emotions.

Context Matters: Emotional responses are heavily influenced by the situation and environment.
Individual Differences: People interpret and experience emotions uniquely.
Beyond Simple Scales: Measuring simple liking might miss crucial emotional drivers.

It's tempting to rely on easy-to-measure metrics, especially when they show correlations with other variables. The author uses the example of PROP perception, where it's easy to quantify enjoyment of cereal but difficult to truly understand what "mild enjoyment" means in a deeper, actionable way. Academic literature might not provide a direct answer, but it can inform the critical questions to consider.

The Future of Food Choice: Are We Measuring the Right Things?

A colleague's critique prompts reflection: are measures of emotion being held to too high a standard compared to measures of liking? The author concedes the point, acknowledging that we often don't know what "liking" truly means, yet it remains a useful measure.

However, this very ambiguity is the problem. A better understanding of what "liking" encompasses could significantly improve its predictive power regarding food choices. The question is, how to interpret data?

The author proposes a critical examination of how "liking" has been measured over the past 50+ years and asks if we want to repeat the same uncertainties with emotion measures in the next 50 years. Are we measuring the right things?

About this Article -

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This article is based on research published under:

DOI-LINK: 10.1016/j.foodqual.2017.05.014, Alternate LINK

Title: Rejoinder To Commentaries On “Some Considerations In The Measurement Of Emotions In Sensory And Consumer Research”

Subject: Nutrition and Dietetics

Journal: Food Quality and Preference

Publisher: Elsevier BV

Authors: John Prescott

Published: 2017-12-01

Everything You Need To Know

Why is it important to go beyond measuring 'liking' when understanding consumer food choices?

Measuring 'liking' alone is often insufficient for predicting consumer food choices. This is because 'liking' provides a superficial understanding of consumer preferences. It fails to capture the complex emotional landscape that truly drives these choices. Emotions like fear, anger, disappointment, joy, disgust, and awe, all have a significant impact on what consumers choose to eat. Understanding these specific emotional drivers, beyond a simple 'like' or 'dislike,' is crucial for predicting and influencing food-related decisions.

How does context influence the emotional responses consumers have towards food?

Context plays a crucial role in shaping emotional responses to food. The situation and environment in which food is consumed heavily influence how consumers experience emotions. For example, the same food might evoke joy in a celebratory setting but disappointment in a stressful one. Individual differences also matter, as people interpret and react to situations in unique ways, leading to a variety of emotional outcomes. Considering both the context and individual variations is essential for a comprehensive understanding of emotional connections with food.

What are the limitations of only measuring 'liking' in understanding consumer food preferences?

The limitations of solely relying on 'liking' lie in its inability to delve deep into the 'why' behind consumer choices. While 'liking' can correlate with other variables, it often lacks a clear explanation of what drives these preferences. For instance, the concept of 'mild enjoyment' of cereal, measured through 'liking,' doesn't provide the actionable insights that understanding the specific emotional drivers, like joy or nostalgia, would. Therefore, relying solely on 'liking' might prevent you from truly understanding what consumers feel or why they chose a product.

Why is it important to measure emotions when studying consumer food choices?

The importance of measuring emotions lies in its potential to improve the prediction of actual food choices. By going beyond simple measurements of 'liking' and delving into the specific emotions that consumers experience, such as fear, anger, disappointment, joy, disgust, and awe, sensory scientists can gain a deeper understanding of consumer preferences. This deeper understanding can provide more accurate insights into what drives consumer choices, leading to more successful product development and marketing strategies. Adding emotional measures can enhance the ability to predict actual food choices.

What is the main goal of measuring emotions in relation to food?

The primary goal is to understand and measure emotions in order to better predict consumer behavior related to food. The focus isn't necessarily to counter points but to provide context for the goal of improving the prediction of food choices by understanding the emotions that drive those choices. This goal involves exploring the complex interplay of emotions, context, and individual differences to gain a more comprehensive understanding of consumer behavior. It is about using that understanding to create products that better resonate with consumer needs and desires. Understanding the impact of emotions like fear, anger, disappointment, joy, disgust, and awe is essential to that goal.