Comparing visual food images versus actual food when measuring emotional response of children

Abstract

Abstract With the continued growth of emotion research in the consumer sciences, it has become necessary to investigate approaches which are appropriate for use with children. The purpose of this study was to compare children's liking and emotional responses to food images and actual foods. In both studies, 8 foods were used as stimuli (fresh spinach, baby carrots, orange juice, white grapes, cheddar cheese, chocolate graham snacks, lychee gummy candy, and white bread). In the first study, children answered questions about liking and emotions in response to food images. Emotion responses were collected using a check‐all‐that‐apply format with emojis and words as variables. In the second study, children were asked liking and emotion questions after seeing the sample and after tasting the sample. Overall liking scores were higher for actual foods compared with food images. Additionally, testing with actual foods resulted in increased use of positive emojis and words, and decreased use of negative emojis and words for both food appearance and post‐taste emotions. The largest differences in liking and emotion results were seen in response to the lychee gummy candy, which most children had not tried before. The children's responses differed between a conceptual evaluation (image) versus actual evaluation (appearance, taste). Practical applications This study illustrates the influence of stimulus type on study outcomes when testing with children. In this study, the children's responses differed between a conceptual evaluation (image only) versus literally seeing and tasting the product, and are therefore not interchangeable when conducting emotion testing with children.