Estudio exploratorio de la asociación de palabras evocada por la visualización de productos de Alta Pastelería en diferentes poblaciones

Abstract

[ES] La repostería, y dentro de ella la "Alta Pastelería", se ha ido transformando a lo largo del último medio siglo, conforme aparecían nuevos ingredientes, técnicas, o tecnologías, siempre de la mano de los cambios en los gustos y preferencias de los consumidores. Aunque evidentemente, en la valoración sensorial de los productos el sabor y la textura juegan un papel insustituible, no podemos despreciar el efecto de la valoración visual sobretodo en la intención de compra. En la valoración visual no solo se incluyen aspectos físicos como el color, tamaño del producto, sino también aquellos valores intangibles que la visión del mismo evoca sobre el consumidor. En este trabajo se pretende registrar y analizar, mediante la metodología de asociación de palabras, las emociones sensaciones, impresiones, que evoca la visualización de cinco tipos de pasteles en personas de diferentes culturas gastronómicas.

[EN] Confectionery, which encompasses "Haute Pastry", has been in constant transformation over the last half century due to the appearance of new ingredients, techniques, and technologies, taking into account changes in consumption trends according to consumer tastes and preferences. This is how food innovation emerges. "Innovation is something different that has an impact" (Anthony, 2012). To carry out this process, it is necessary to know the sensory evaluation of products, especially the visual assessment, which it is directly related to purchase intention. The visual assessment goes beyond the physical aspects, focusing on intangible values that the consumer evokes about a product through his eyes. This study aims to record and analyze, through a qualitative descriptive analysis known as Word Association, the emotions, sensations and/or impressions, which evoke the visualisation of five cakes in people from three different gastronomic cultures. With statistical tests, we seek to find out if there is a direct relationship between the socio-demographic characteristics and terms evoked, reaching a total of 12,300. The classification of these terms in categories and dimensions, previously established, will help the subsequent interpretation of the results. Aspects related to the sensory, hedonic and nutritional properties, as well as the emotions generated by the stimuli will help to know the differences and similarities between the participants.