Cross-cultural evaluation of consumer’s dynamic multisensory and emotional experience: A case of tea products

Abstract

Purpose

The acceleration of globalization is causing global trade transactions to become increasingly frequent, which leads to the internationalized design of consumer products. However, due to cultural differences, the user experience in different parts of the world with the same product may be different. In addition, the user experience is not static, but changes over the different usage stages for a product since the role of our senses may vary and different emotions may be elicited. Therefore, the purpose of this paper is to explore how the interaction between the user and the product influences cross-cultural sensory modalities and emotional responses to products.

Design/methodology/approach

Due to the fact that drinking tea can provide dynamic feedback of users’ sensory experiences including all five senses, two kinds of tea products from two considerably different cultures (China and the Netherlands) were chosen for the study. The experiment was conducted in five stages corresponding to different levels of interaction with two tea products. Measurements for both Chinese and Dutch participants were conducted by means of collecting subjective data for sensory modalities and emotions related to product experiences throughout the five stages.

Findings

Results showed that tea experience tends to be dynamic between the two different countries over different usage periods, including sensory modalities and the emotional responses.

Practical implications

The findings and design & market implications can be applied to optimize the design or market of international tea products or consumer products in other categories. They will be helpful for the international marketing of tea, especially for those who are interested in breaking into the Chinese tea market and those who are interested in promoting Chinese tea in new markets. In addition, the authors’ methods to evaluate the dynamics of the importance of sensory modalities and emotions could be used to test the user experience in the product lifecycle to help develop a successful international product.

Originality/value

The findings and the linked design implications could be important not only for a theoretical understanding of cross-cultural sensory and emotional feedback from a product experience, but also for the optimization of product design for the international market.

Citation

Zhang, L., Wu, J., Zhang, K., Wolterink, K. and Xing, B. (2018), "Cross-cultural evaluation of consumer’s dynamic multisensory and emotional experience: A case of tea products", Asia Pacific Journal of Marketing and Logistics, Vol. 30 No. 5, pp. 1347-1364. https://doi.org/10.1108/APJML-07-2017-0139