CONSUMER INNOVATIVENESS PROFILE IMPACTS EMOTIONAL RESPONSES TO A MILK-BASED DESSERT

Introduction: Consumer segmentation plays a critical role in the successful development and launch of novel foods, yet the use of innovativeness profile as a clustering approach remains relatively underexplored. Verjuice, tart juice made from thinned green grapes, is an alternative acidifier with diverse applications, however its use in composite-products remains limited. Objective: This study evaluated the effect of verjuice addition in a milk-based dessert (mousse) and investigated the influence of innovativeness-based clustering on consumer affective responses. Methodology: Consumers (n=124) evaluated mousses (n=5) made with different acidifiers: one traditional (lemon juice: LEM) and four innovative (verjuice), where two were commercial (Portugal: VER-P and Lebanon: VER-L) and two experimental (Isabel varietal: VER-I and White Niágara varietal: VER-WN). Consumers rated acceptance (9-point hedonic scale) and emotions (10-point Rate-All-That-Apply scale), and responded to the DSI (Domain Specific Innovativeness) questionnaire (7-point agreement scale). Consumers were subsequently clustered into two groups based on the mean summed DSI scores (High-innovative: n=56; Low-innovative: n=68), and two-way ANOVA used to evaluate the influence of innovativeness profile, sample and their interaction on affective responses. Results: ANOVA showed significant effect of samples and clusters (p<0.05) on acceptance and emotional response, but not for their interaction (p>0.05). VER-P and VER-NW mousses presented higher acceptance, followed by VER-L, LEM and VER-I, and LEM and VER-I mousses did not significantly differ. High-innovative group liked significantly more the mousses than Low-innovative group, on average. Sample significantly influenced seven emotions, whereas cluster significantly affected responses for 19 emotions. High-innovative group reported greater intensity for positive emotions (e.g., active, adventurous, enthusiastic, interested, happy), whereas Low-innovative group reported greater intensity for negative emotions (bored and disgusted). Conclusion: Overall, findings indicate that verjuice-based formulations were well-accepted and that consumer innovativeness plays a critical role in both hedonic and emotional responses, highlighting the importance of segmentation in novel product development.