Analytic-holistic tendencies differentially impact consumer response dependent on measurement method and context: A case study with chocolate

As sensory and consumer researchers work to better understand consumer decision-making, a focus on consumer product evaluation in environments that are closer to the real world than traditional central location tests has emerged. However, not all consumers respond in the same way across different environments. The notion that variations in cognitive styles, namely analytic-holistic tendencies, impact consumer response and susceptibility to context effects has been highlighted in existing literature. This typically sized consumer sensory study ( n = 115) investigated whether grouping participants based on analytic-holistic tendencies provided additional insight into consumer response to chocolate in a traditional CLT and an immersive home virtual environment (VE). Whole-sample analysis indicated differences in sensory perception based on context, across both traditional sensory intensity questions and a speeded-response task. Furthermore, based on context, the holistic group ( n = 56) exhibited changes in emotional and conceptual product association speeded-responses, whilst the analytic group showed changes in sensory product association speeded-responses. No between-group differences existed when considering liking or sensory perception. However, the analytic group ( n = 59) exhibited more significant mean drops in liking than the holistic group when attributes were not Just-About-Right, which was particularly apparent in the VE environment. Findings indicate that the food-related cognitive thinking style tool used may not measure a single coherent construct. Nevertheless, using such a tool can provide insights into consumer decision-making. Results also suggest that context may have differential effects across certain groups of consumers; a consideration for sensory and consumer scientists when deciding on testing methods. • Context affected consumer sensory responses to chocolate. • Analytic-holistic tendencies impacted the effect of context on consumer responses. • Participants with holistic tendencies were found to be more context sensitive.