Chapter 2 of this manual discussed discrimination testing and chapter 5 discussed descriptive analysis. These techniques fall into the category of analytical sensory evaluation, in which people are used to study products. In this chapter, we switched the focus from studying products to studying people. The goals of affective testing are to understand what sensory attributes contribute to products' acceptability and consumers' choice behavior. How well products are liked and chosen are not objective measures, but rather are the result of the wants and needs of those making the decisions. This chapter is written from the perspective of affective testing for the purpose of making business decisions; although many of the design and executional elements are the same, academic or other investigational research may involve risks in decision that differ from those made by commercial enterprises. Additionally, this chapter focuses on quantitative affective testing, in which statistical hypotheses are developed, statistical risks are considered, and statistical analysis is applied to the captured data.