Citation
Khajarern, K. (2021) Emotional responses to different flavoured popcorns on watching different types of movies. Food Research (Malaysia), 5. pp. 80-85. ISSN 2550-2166
Abstract
The emotional responses to five flavoured popcorns (butter, cheese, caramel, barbecue and Thai spicy) compared to ‘not eat anything’ on watching each genre of five digital video disk (DVD) movies (action, comedy, fantasy, romance and horror movies) were measured by 100 voluntary audiences. They were recruited to participate in the sensory laboratory set as a theatre. After five minutes of watching each movie, they had to taste each of the flavoured popcorns for 25 g serving with 250 mL of drinking water than their 39 emotional and 2 sensory responses were recorded. Analysis of variance (ANOVA) and emotional ratio profiling of all flavoured popcorns on watching each movie were analysed. The results revealed that the mean overall liking score for each flavoured popcorn was not different, but the mean emotional scores that responded to each flavoured popcorn on watching each movie were different significantly (p < 0.01). During watching the action movie, butter and cheese flavoured popcorns seemed to significantly evoke most emotions on ‘daring’ and ‘pleasant’ (p < 0.01). While watching the horror movie, caramel flavoured popcorn undoubtedly evoked the most emotional responses among other flavoured popcorns. These emotional responses to each of flavoured popcorns on each of variety DVD movies might be used for movie theatre strategic promotion and advertisement to add value and distinction for the flavoured popcorn products in all cases.
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Abstract
The emotional responses to five flavoured popcorns (butter, cheese, caramel, barbecue and Thai spicy) compared to ‘not eat anything’ on watching each genre of five digital video disk (DVD) movies (action, comedy, fantasy, romance and horror movies) were measured by 100 voluntary audiences. They were recruited to participate in the sensory laboratory set as a theatre. After five minutes of watching each movie, they had to taste each of the flavoured popcorns for 25 g serving with 250 mL of drinking water than their 39 emotional and 2 sensory responses were recorded. Analysis of variance (ANOVA) and emotional ratio profiling of all flavoured popcorns on watching each movie were analysed. The results revealed that the mean overall liking score for each flavoured popcorn was not different, but the mean emotional scores that responded to each flavoured popcorn on watching each movie were different significantly (p < 0.01). During watching the action movie, butter and cheese flavoured popcorns seemed to significantly evoke most emotions on ‘daring’ and ‘pleasant’ (p < 0.01). While watching the horror movie, caramel flavoured popcorn undoubtedly evoked the most emotional responses among other flavoured popcorns. These emotional responses to each of flavoured popcorns on each of variety DVD movies might be used for movie theatre strategic promotion and advertisement to add value and distinction for the flavoured popcorn products in all cases.
Additional Metadata
| Item Type: | Article |
|---|---|
| AGROVOC Term: | popcorn |
| AGROVOC Term: | snack foods |
| AGROVOC Term: | organoleptic analysis |
| AGROVOC Term: | sampling |
| AGROVOC Term: | questionnaires |
| AGROVOC Term: | statistical data |
| AGROVOC Term: | analysis |
| AGROVOC Term: | functional foods |
| AGROVOC Term: | consumer behaviour |
| Geographical Term: | Thailand |
| Depositing User: | Mr. Khoirul Asrimi Md Nor |
| Date Deposited: | 23 Nov 2025 06:31 |
| Last Modified: | 23 Nov 2025 06:31 |
| URI: | http://webagris.upm.edu.my/id/eprint/3159 |
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