基于情感认知的食品消费喜好客观测量方法研究

项目名称： 基于情感认知的食品消费喜好客观测量方法研究

项目编号： No.31201358

项目类型： 青年科学基金项目

立项/批准年度： 2013

项目学科： 食品检验学

项目作者： 支瑞聪

作者单位： 中国标准化研究院

项目金额： 18万元

中文摘要： 消费喜好测试是消费者对某个产品的接受性所进行的测试。因其直接关联到消费者对产品质量的感知以及产品的市场竞争力，而成为食品及其他消费品行业进行产品研发及市场调研不可或缺的感官分析技术方法。然而，传统消费喜好测试本质上是基于统计技术的调查分析，主观性强，经费消耗高，无法满足婴幼儿等语言表达能力有限的特殊群体测试需求及网络、卖场规模化在线测试的需求。面部表情是人类情感的重要表现形式，通过面部表情识别可以客观分析人对产品的情感反应。本项目首次提出利用消费者外部情感表现方式（面部表情）推断其消费喜好的新思路，研究食品基本口味喜好传统主观测试与消费者面部表情变化之间的对应关系，通过人脸表情的精细化表征，提取有效表征面部表情变化及抗测试环境因素影响的人脸表情特征，并依据消费者情感表征特点设定分类机制，建立多特征混合融合的食品消费喜好等级判定模型。从而为食品消费喜好测试提供一种全新的研究方法与客观依据。

中文关键词： 消费喜好；情感表达；面部表情；稀疏表征；特征融合

英文摘要： Hedonic test is a measurement of the acceptance of a product to consumers. Because of its direct correlation to the consumer perception of product quality and marketing competition, it becomes the essential sensory analysis technique for product development and marketing research. However, traditional consumer hedonic test is mainly survey analysis essentially based on statistical techniques, and it is subjective, high consumption of funds, and unable to meet the needs of special groups with limited language skill and the needs of online test. Facial expressions are important manifestations of human emotions, and facial expression recognition could be an objective analysis of the emotional reaction of the product. The project proposes the new idea of utilizing consumer external emotional expressions to determine consumer liking for the first time. It intends to study the relationship between consumer liking and facial expressions of consumers for basic tastes; extract the effective and anti-environmental factors facial expression features through the fine characterization of facial expression; establish a multi-feature fusion discriminant model according to consumers' emotion classification mechanism. Facial expression recognition for consumers is a new research method and objective basis for consumer hedonic te

英文关键词： consumer preference；emotion expression；facial expression；sparce representation；feature feature