Static vs. dynamic liking in chewing gum: a new approach using a background task and a natural setting

International audienceChewing gum is a particular product, consumed during long periods of time and usually while doing something else. Therefore, traditional hedonic tests might not be giving enough information. Liking scores for three commercial mint chewing gums were collected in four groups of 50 consumers, each using a different method: A) Hedonic test after 5 minutes while performing a background task: liking scores were asked after 5 minutes of chewing while performing a background task consisting in reading a series of curious facts (“Did you know…?”) on the computer screen. B) Dynamic liking with a background task: liking scores were asked every 40 seconds along a period of 10 minutes while consumers were chewing and performing the same background task as in A. Once prompted for a liking score, subjects had 5 seconds to answer. Methods A and B were innovatively done at consumers’ homes using an Internet application specifically designed for the experiment. C) Interval test: liking scores were given after 1, 5 and 10 minutes of chewing. D) Traditional test: liking scores were given after the first minute of tasting. These were conducted in classical sensory lab conditions. Preference among samples was different (p