Implementing a Discrete Choice Experiment Within Consumer Sensory Evaluation to Better Understand Purchase Intention

ABSTRACT Discrete choice experiments (DCE) offer a potential avenue to incorporate product specific contextual information into sensory consumer testing. This work integrates a taste variable into a DCE framework and compares the results against those obtained via traditional sensory methodology. Fruit puree taste profile was altered to induce taste variability while controlling confounding sensory variables. The taste levels were combined with extrinsic product specific attributes within a DCE. The same taste levels were also subjected to traditional overall liking rating. Comparison of the results showed the taste‐level preferences obtained via the DCE were consistent with those found via overall liking. The DCE was also capable of providing simultaneous insights into consumer preferences for extrinsic product attributes that were unable to be captured via the overall liking test. The results provide initial support for the usage of a DCE with an integrated taste variable as an alternative sensory consumer testing method.