Use of online questionnaires to identify emotions elicited by different types of corn tortilla in consumers of different gender and age groups

The objective of the study was to identify the emotions that are usually elicited by four types of corn tortillas available in the Mexican market (homemade, from tortilla store, from supermarket, and plastic bagged). An internet survey was conducted with 378 Mexican consumers. Gender and age factors were used to identify differences on emotions elicited by the four tortilla types. Emotions such as happy, pleasant, mild, good nature, enthusiastic, free, warm, loving, joyful, adventurous, secure, and nostalgic were associated with homemade corn tortillas. Also, emotions such as good, active, and calm were associated with tortilla from tortilla store. Supermarket corn tortilla and plastic bagged corn tortilla elicited negative emotions such as wild, aggressive, disgusted, guilty, worried, and bored. Differences were found among age groups suggesting generational effects rather that gender effects on elicited emotions in consumers. Practical applications Findings from this study highlight the emotions elicited by the consumption of different types of corn tortillas in people of different gender and age that may be related to the purchase intention of consumers of this product. These results are important for the industry and small companies dedicated to the production of tortillas at an international and national level.

Automated summary

The study aimed to identify the emotions elicited by different types of corn tortillas in the Mexican market, with homemade and tortilla store-bought tortillas associated with positive emotions, while supermarket and plastic bagged tortillas were associated with negative emotions. Age, rather than gender, was found to have an impact on the elicited emotions, highlighting important implications for the tortilla industry.