Effect of fruit origin on consumers’ conscious and unconscious assessment of quality and purchase intention

Abstract

Recently, researchers have developed an interest in the analysis of emotional responses to food. For this reason, the use of implicit (non-verbal) measures to assess consumer response is increasing. In this research, the objective is to find out if there were differences in consumer response (conscious and unconscious) to melon of various origins: Spain, Morocco and Brazil. To do this, we used the biometric measures (Electroencephalography (EEG) and Skin Conductance Response (SCR)) and questionnaires to assess various melon attributes. The results reveal that consumers do not respond differently to fruit from different origins, either consciously or unconsciously.