Behavioural extensions to preference mapping: the role of synthesis

It is suggested to tackle unsolved methodological problems in preference ma pping by taking account of the behavioural processes underlying preference formation. To this end an information processing model of preference format ion is proposed. Within this model we particularly consider the process of synthesis, which is the way sensory information about product similarities and differences is analysed and processed. Although current applications of external preference mapping assume that consumers and trained judges synth esise sensory stimuli similarly, accumulating evidence in the literature su ggests that this is not so. We, therefore, propose that analysing preferenc e data in terms of a product space that accurately reflects how consumers s ee products will improve preference mapping methodology. Differences in syn thesis are accounted for by applying sets of synthesis weights reflecting d ifferences in the relative weighting given to each sensory attribute. An em pirical analysis of sensory and preference data pertaining to eating apples supports the hypothesis that consumers use only a few key sensory attribut es rather than synthesise a large number of attributes during preference fo rmation. (C) 2000 Elsevier Science Ltd. All rights reserved.