IFT '16

Date: July 16, 2016

Time:

Location: Chicago

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MMR Founder and Chairman Professor David Thomson will chair a 'Hot Topic' session at this years' IFT Conference in Chicago.

Designing Emotion into Food Products to Create Long-Term Consumer Appeal

Most new products are launched with the expectation of commercial success, but in practice almost all new food products fail.

It appears that there is a fundamental gap in our scientific understanding of what motivates longer-term consumption behavior. It's time to step back and take a long hard look at our understanding of what really motivates food choice and how we might capture this in research.

In this session, visitors will hear from three speakers;

Herb Meiselman: To design emotion into products, practitioners should understand the fundamental nature of emotion, how it’s captured qualitatively and how it’s measured quantitatively.

David Thomson: How emotion delivers reward and why liking often fails to predict long-term consumption behavior. Conceptual profiling and innovative approaches for predicting emotional outcome are explored.

Carla Kuesten (Amway): An experienced practitioner uses a commercial case study to describe how emotion is incorporated into product design and development.

The session takes place on July 19th in Room N427bc from 10.30am - 12.00pm.

Find out more here >