chapter  12
Affective Tests: Consumer Tests and In-House Panel Acceptance Tests
Pages 58

The primary purpose of affective tests is to assess the personal response (preference or

acceptance) of current or potential customers to a product, a product idea, or specific

product characteristics.

Affective tests are used mainly by producers of consumer goods, but also by service

providers such as hospitals, banks, and the Armed Forces, where many tests were first

developed (Chapter 1, p. 1). Every year, the use of consumer tests becomes more common.

They have proven highly effective as a tool used to design products and services that will

sell in larger quantities or command a higher price. Prosperous companies tend to

excel in consumer-testing knowledge and, consequently, in knowledge about

their consumers.