How do you feel when drinking coffee? A study on perceptions, emotions and language
Given the great importance of coffee for Brazil, this research aimed to study the affective and emotional relationship of Brazilians with coffee and identify how they express these emotions. For this purpose, coffee consumers sensorially evaluated coffee samples and were interviewed while carrying out this evaluation. The content of the interviews was evaluated using lexical analysis techniques with the aid of the IRaMuTeQ software. The results showed that coffee has a very positive image in the minds of Brazilians, which influences the acceptance and emotions generated by that drink. Coffee was especially associated with affective memory, energy, and comfort. The price and reliability of the brand were some of the main criteria mentioned for the purchase decision. Based on this research, it can be concluded that the interview technique, combined with lexical analysis, was effective in capturing the real language of consumers in expressing their relationship with coffee. Therefore, these techniques have the potential to be used in the development of a specific vocabulary for the characterization of emotions associated with this product.
| Main Authors: | , , , , |
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| Format: | Digital revista |
| Language: | por |
| Published: |
Superintendência de Comunicação (Sucom), Empresa Brasileira de Pesquisa Agropecuária
2024
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| Online Access: | https://seer.sct.embrapa.br/index.php/cct/article/view/27350 |
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