摘要：The link between coffee aroma/flavor and elicited emotions remains underexplored. This research identified key sensory characteristics of brewed black coffee that affected acceptance, purchase intent and emotions for Thai consumers. Eight Arabica coffee samples were evaluated by eight trained descriptive panelists for intensities of 26 sensory attributes and by 100 brewed black coffee users for acceptance, purchase intent and emotions. Results showed that the samples exhibited a wide range of sensory characteristics, and large differences were mainly described by the attributes
coffee identity (coffee ID),
roasted,
bitter taste,
balance/blended and
fullness. Differences also existed among the samples for overall liking, purchase intent and most emotion terms. Partial least square regression analysis revealed that liking, purchase intent and positive emotions, such as
active,
alert,
awake,
energetic,
enthusiastic,
feel good,
happy,
jump start,
impressed,
pleased,
refreshed and
vigorous were driven by
coffee ID,
roasted,
ashy,
pipe tobacco,
bitter taste,
rubber,
overall sweet,
balanced/blended,
fullness and
longevity. Contrarily,
sour aromatic,
sour taste,
fruity,
woody,
musty/earthy,
musty/dusty and molasses decreased liking, purchase intent and positive emotions, and stimulated negative emotions, such as
disappointed,
grouchy and
unfulfilled. This information could be useful for creating or modifying the sensory profile of brewed black coffee to increase consumer acceptance.
