Comparison Analyses of Consumer Acceptance, Evoked Emotions, and Purchase Intent Between Gluten‐Containing Versus Gluten‐Free Chocolate Chip Cookie Products

The demand for gluten-free products has increased significantly over the past few decades. This study aimed to determine differences in consumer acceptance, emotional responses, and purchase intent between gluten-containing versus gluten-free chocolate chip cookies. Twelve commercially available chocolate chip cookie products from 11 brands were evaluated, including 7 gluten-free and 5 gluten-containing options. Eighty-nine participants without celiac disease took part in this 2-day study, evaluating six cookies per day. Participants rated sensory acceptance (appearance, flavor, texture, and overall liking) using a 9-point hedonic scale and evaluated specific sensory attributes (chocolate flavor, sweetness, chewiness, and hardness) using a 5-point just-about-right (JAR) scale. Emotional responses were measured using a circumplex-inspired emotion questionnaire, and purchase intent was rated on a 9-point scale. Results showed that gluten-free cookies received significantly lower hedonic ratings for flavor, texture, and overall impression compared to gluten-containing cookies (p < 0.05). Among gluten-free samples, 44.14%, 34.03%, 21.99%, and 43.02% of participants rated chocolate flavor, sweetness, hardness, and chewiness, respectively, as "too little," whereas 38.04% rated hardness as "too much." These deviations from ideal intensities significantly reduced overall liking for the gluten-free cookies samples (p < 0.05). Additionally, gluten-free cookies more frequently elicited negative valence-related emotions, such as "blue/uninspired," "unhappy/dissatisfied," "tense/bothered," and "jittery/nervous," and were associated with lower purchase intent scores (p < 0.05). In conclusion, our findings indicate that most gluten-free cookies evaluated in this study remain less favored than their gluten-containing counterparts in terms of consumer acceptance, evoked emotions, and purchase intent. PRACTICAL APPLICATIONS: These findings provide valuable guidance for product developers and sensory professionals aiming to enhance the quality of gluten-free cookies. Improving key sensory attributes, especially flavor and texture (chocolate flavor, sweetness, hardness, and chewiness), has the potential to significantly increase consumer acceptance and emotional satisfaction. Enhancing the sensory and emotional appeal of gluten-free products can elevate both the diversity and quality of options available on the market, ultimately benefiting consumers who require gluten-free diets by offering a wider selection of enjoyable and emotionally satisfying products.