The high failure rate of new market introductions, despite initial successful testing with traditional sensory and consumer tests, necessitates the development of other tests. This study explored the ability of selected physiological and behavioral measures of the autonomic nervous system (ANS) to distinguish between repeated exposures to foods from a single category (breakfast drinks) and with similar liking ratings. In this within-subject study 19 healthy young adults sipped from five breakfast drinks, each presented five times, while ANS responses (heart rate, skin conductance response and skin temperature), facial expressions, liking, and intensities were recorded. The results showed that liking was associated with increased heart rate and skin temperature, and more neutral facial expressions. Intensity was associated with reduced heart rate and skin temperature, more neutral expressions and more negative expressions of sadness, anger and surprise. Strongest associations with liking were found after 1 second of tasting, whereas strongest associations with intensity were found after 2 seconds of tasting. Future studies should verify the contribution of the additional information to the prediction of market success.

Why we like or dislike certain products may be better captured by physiological and behavioral measures of the autonomic nervous system than by conscious or classical sensory tests. Responses to pleasant and unpleasant food odors presented in varying concentrations were assessed continuously using facial expressions and responses of the autonomic nervous system (ANS). Results of 26 young and healthy female participants showed that the unpleasant fish odor triggered higher heart rates and skin conductance responses, lower skin temperature, fewer neutral facial expressions and more disgusted and angry expressions (p < .05). Neutral facial expressions differentiated between odors within 100 ms, after the start of the odor presentation followed by expressions of disgust (180 ms), anger (500 ms), surprised (580 ms), sadness (820 ms), scared (1020 ms), and happy (1780 ms) (all p values < .05). Heart rate differentiated between odors after 400 ms, whereas skin conductance responses differentiated between odors after 3920 ms. At shorter intervals (between 520 and 1000 ms and between 2690 and 3880 ms) skin temperature for fish was higher than that for orange, but became considerable lower after 5440 ms. This temporal unfolding of emotions in reactions to odors, as seen in facial expressions and physiological measurements supports sequential appraisal theories.