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Hannum Final Dissertation Draft v2.pdf (1.93 MB)

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Developing a valid and reliable measure of engagement in consumer and sensory evaluations as a way to improve data quality

Hannum, Mackenzie Elizabeth
http://orcid.org/0000-0002-2008-5799
http://rave.ohiolink.edu/etdc/view?acc_num=osu1586518254719161

Abstract Details

2020, Doctor of Philosophy, Ohio State University, Food Science and Technology.
Sensory and consumer testing are primary strategies companies use to collect insights about consumer products. However, frequently, unreliable results from these tests can lead to failed product launches which can have enormous financial and/or brand equity consequences. One potential reason is sensory tasks are often deliberately devoid of additional stimulation which reasonably has the possibility to reduce a panelist’s engagement with the task. Engagement may drive involvement and focus during testing and help generate reliable data. However, in order to test this hypothesis, a measurement tool to assess engagement must be developed. The overall objective of the present research was to develop (Chapter 3), apply (Chapter 4) and validate (Chapter 5) a novel engagement questionnaire (EQ) to empirically assess varying levels of panelist engagement with a task. Prior literature and an exploratory qualitative assessment were used to operationalize the dimensionality of engagement and develop a preliminary questionnaire. The questionnaire was distributed and further refined to a three-factor, 10-item questionnaire with good reliability and good model fit. The main factors contributing to engagement were active involvement, purposeful intent and affective value. The EQ tracked as expected with participants’ perceived workload collected using the NASA Task Load Index; confirming the content and convergent and divergent validity of the instrument. The EQ was applied in a variety of sensory and consumer evaluations to determine its ability to measure the effects of methodological differences in evaluations on panelist engagement. The EQ measured significant differences when context was imparted, over a multi-day evaluation, when different question formats were used and when a time-pressure element was included. A known-groups assessment was conducted to verify the EQ’s ability to differentiate between an engaged and disengaged panelist as well as explore the use of an implicit correlate (facial tracking). The EQ successfully discriminated between the positive and negative conditions. Furthermore, when averaged across all tetrads, subjects experienced increased happiness, anger and disgust as well as lower levels of a neutral expression in the positive condition. Now validated via known groups analysis, the EQ can confidently be used to help differentiate varying levels of engagement. Such an instrument allows for deeper understanding of panelist engagement, enabling the design of sensory tests capable of generating more reliable data both within the field of food science and beyond.
Christopher Simons, Ph.D. (Advisor)
Yael Vodovotz, Ph.D. (Committee Member)
Neal Hooker, Ph.D. (Committee Member)
Ken Lee, Ph.D. (Committee Member)
188 p.
Food Science
engagement; scale development; sensory analysis; consumer testing; psychometrics; validation

Recommended Citations

Citations

  • Hannum, M. E. (2020). Developing a valid and reliable measure of engagement in consumer and sensory evaluations as a way to improve data quality [Doctoral dissertation, Ohio State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=osu1586518254719161

    APA Style (7th edition)

  • Hannum, Mackenzie. Developing a valid and reliable measure of engagement in consumer and sensory evaluations as a way to improve data quality. 2020. Ohio State University, Doctoral dissertation. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=osu1586518254719161.

    MLA Style (8th edition)

  • Hannum, Mackenzie. "Developing a valid and reliable measure of engagement in consumer and sensory evaluations as a way to improve data quality." Doctoral dissertation, Ohio State University, 2020. http://rave.ohiolink.edu/etdc/view?acc_num=osu1586518254719161

    Chicago Manual of Style (17th edition)

osu1586518254719161
248
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This open access ETD is published by The Ohio State University and OhioLINK.