THE RELATION BETWEEN SENSORY, LIKING AND IMAGE ATTRIBUTES: THE CASE OF SOAP

This paper discusses the relation for soaps between sensory attributes and both liking and image attributes. A clear relation emerges between sensory attribute level and liking, but no clear relation emerges between sensory attributes and image attributes. There are two possible conclusions to be drawn from these results. One conclusion is that consumers can validly assign ratings to the image attribute of a soap, but that there is no way to trace this image rating back to sensory inputs. This conclusion suggests that more research is needed to understand the meaning of image attributes. The second conclusion is that consumers cannot validly rate the image attributes of a soap, even though they can complete the questionnaire. This second conclusion implies that consumers can validly rate some attributes (e.g., sensory, liking), but not others (e.g., image), and that it may be misleading to collect and attempt to analyze image ratings for health and beauty aids products.