Accessibility navigation

Projective mapping based on choice or preference: an affective approach to projective mapping

Varela, P., Berget, I., Hersleth, M., Carlehög, M., Asioli, D. ORCID: and Næs, T. (2017) Projective mapping based on choice or preference: an affective approach to projective mapping. Food Research International, 100 (Part 2). 241 - 251. ISSN 0963-9969

Text - Accepted Version
· Available under License Creative Commons Attribution Non-commercial No Derivatives.
· Please see our End User Agreement before downloading.


It is advisable to refer to the publisher's version if you intend to cite from this work. See Guidance on citing.

Official URL:


This work explores a new affective approach to projective mapping, based on consumers' choices or preferences. Two sessions, one week apart, were performed with the same consumers, using whole bread as a case study. Overall liking ratings (OL) were gathered in blind conditions and samples were also profiled by a trained panel using generic descriptive analysis. Three projective mapping tests were performed in different scenarios. Consumers' categorization and product descriptions were explored when consumers based their positioning on the products' similarities and differences (analytical approach, “classic napping”) both in blind and informed conditions, and when consumers were focusing on their preference or choice (affective approach). The affective approach to projective mapping successfully revealed consumers' drivers of liking and choice from a holistic perspective, where consumers summarized their main drivers for categorizing products as they would do when choosing in real life situations, based on their preferences.

Item Type:Article
Divisions:No Reading authors. Back catalogue items
Life Sciences > School of Agriculture, Policy and Development > Department of Agri-Food Economics & Marketing
ID Code:76523
Uncontrolled Keywords:Projective mapping, Napping, Affective, Consumers, Drivers, Preference, Choice


Downloads per month over past year

University Staff: Request a correction | Centaur Editors: Update this record

Page navigation