Likeability, liking is not enough
Nathalie Yvert-Blanchet and Agnès FournierSensory Analysis and Market Research Manager, Consumer Goods, V Mane Fils, France
INTRODUCTION
Sensory messages we receive as consumers have always two faces: the cognitive face that helps us analyze, understand and take decisions in our life; and the affective, the emotional face (Holley, 2002). All the senses are not equal on the balance of these two faces: Vision, for example, seems to be more cognitive than emotional; this sense has the ability to analyze each field of information probably because it has been our best friend to...