Contextual Effects in Category Ratings

    Volume 11, Issue 5 (September 1983)

    ISSN: 0090-3973


    Page Count: 4

    Lawless, H
    Assistant member, Monell Chemical Senses Center, Philadelphia, Pa


    In sensory evaluations of consumer products, panels of observers often use ratings on category scales to assess differences in the sensory characteristics of products. However, use of rating scales, especially by naive observers, is prone to several biases that may act to distort such judgments. Observers learn about the range and distribution of sensory values for a given characteristics, and then adjust their judgments of that characteristic so that a full range of the available categories are assigned, and so that the categories are assigned with roughly equal frequency. Unless trained and given a constant frame of reference, observers use category scales as relative, not absolute, scales of judgment, adjusting their internal strandards based upon the recent contexts within which a product was presented.

    Paper ID: JTE10694J

    DOI: 10.1520/JTE10694J

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    Title Contextual Effects in Category Ratings
    Symposium , 0000-00-00
    Committee E18