<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2730-5066</journal-id>
<journal-title><![CDATA[Agrociencia Uruguay]]></journal-title>
<abbrev-journal-title><![CDATA[Agrocienc. Urug.]]></abbrev-journal-title>
<issn>2730-5066</issn>
<publisher>
<publisher-name><![CDATA[Facultad de Agronomía - Instituto de Nacional de Investigación Agropecuaria]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2730-50662022000101307</article-id>
<article-id pub-id-type="doi">10.31285/agro.26.990</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Consumer perception of purple-fleshed sweet potatoes: hedonic, sensory, and emotional expectations]]></article-title>
<article-title xml:lang="es"><![CDATA[Percepción de los boniatos de pulpa violeta: expectativas hedónicas, sensoriales y emocionales de los consumidores]]></article-title>
<article-title xml:lang="pt"><![CDATA[Percepção da batata-doce de polpa roxa: expectativas hedonicas, sensoriais e emocionais dos consumidores]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Lado]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
<xref ref-type="aff" rid="Aaf"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Vicente]]></surname>
<given-names><![CDATA[E.]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Rodríguez]]></surname>
<given-names><![CDATA[G.]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Ares]]></surname>
<given-names><![CDATA[G.]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Instituto Nacional de Investigación Agropecuaria (INIA) Programa de Investigación en Producción Hortícola ]]></institution>
<addr-line><![CDATA[Salto ]]></addr-line>
<country>Uruguay</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Instituto Nacional de Investigación Agropecuaria (INIA) Plataforma de Agroalimentos ]]></institution>
<addr-line><![CDATA[Salto ]]></addr-line>
<country>Uruguay</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad de la República Facultad de Química Sensometría y Ciencia del Consumidor]]></institution>
<addr-line><![CDATA[Canelones ]]></addr-line>
<country>Uruguay</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>00</month>
<year>2022</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>00</month>
<year>2022</year>
</pub-date>
<volume>26</volume>
<numero>1</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.edu.uy/scielo.php?script=sci_arttext&amp;pid=S2730-50662022000101307&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.edu.uy/scielo.php?script=sci_abstract&amp;pid=S2730-50662022000101307&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.edu.uy/scielo.php?script=sci_pdf&amp;pid=S2730-50662022000101307&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract: Purple-fleshed sweet potatoes (PFSP) are a new product for Uruguayan consumers. It shows differentiable sensory characteristics and added nutritional benefits, but sensory and hedonic expectations raised by PFSP have not been explored yet in Uruguay. The aim of this work was to explore Uruguayan consumers' perception of PFSP with a special focus on the hedonic, sensory and emotional expectations raised by them in comparison to traditional yellow and orange-flesh genotypes available in the market. A series of pictures of three types of SP were used in a social-network-driven study completed by 179 SP consumers. A word-association task and rating of expected liking together with exploring how they would feel after consumption using a check-all-that-apply (CATA) question composed of 21 emoji were carried out. Participants were also asked to describe the expected sensory characteristics using a CATA questions composed of 17 terms, selected based on results from previous sensory studies. Results revealed a lack of consumer familiarity with purple flesh coloration and lower expected liking scores compared to traditional orange and yellow flesh genotypes. It was also associated with scarce positive hedonic and emotional associations related to the emojis flushed face, face screaming in fear, grimacing face and weary face. Moreover, they were expected to have similar characteristics to yellow-fleshed sweet potatoes (YFSP) in terms of texture and flavor, being also associated with off-flavors presence. This highlights the need to develop diverse marketing strategies to increase familiarity before the commercial release of PFSP.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen: Los boniatos de pulpa violeta (BPV) constituyen un producto novedoso para los consumidores uruguayos. Presentan características fácilmente diferenciables, así como un valor nutricional añadido, pero aún se desconocen las expectativas sensoriales y hedónicas que generan en Uruguay. El objetivo de este trabajo fue explorar la percepción de los BPV con un foco especial en las expectativas hedónicas, sensoriales y emocionales en comparación con los tipos tradicionales presentes en el mercado. El estudio fue realizado con 179 consumidores que respondieron preguntas online, presentándoles una serie de fotografías. Se realizó una asociación libre y la evaluación de aceptabilidad esperada, y se exploró cómo se sentirían luego de probarlos, utilizando un «marque todo lo que corresponda» (CATA) compuesto de 21 emojis. También se solicitó a los participantes que describieran sus expectativas sensoriales aplicando un CATA compuesto por 17 términos validados en ensayos previos. Los resultados muestran una falta de familiaridad con la coloración violeta en la pulpa, lo que se refleja en menores valores de aceptabilidad esperada en comparación con los genotipos tradicionales de pulpa crema y naranja. Se asoció también con escasas asociaciones hedónicas positivas y emojis como cara de asombro o miedo, muecas o fatiga. Generaron expectativas sensoriales similares a los boniatos de pulpa crema en términos de textura y sabor, asociándose, además, con sabores no deseados. Esto resalta la necesidad de desarrollar estrategias de marketing para favorecer la familiaridad previo a la liberación comercial de los BPV.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo: A batata-doce com polpa violeta (BPV) é uma novidade para o consumidor uruguaio. Apresentam características facilmente diferenciáveis e valor nutricional agregado, mas as expectativas sensoriais e hedônicas que geram no Uruguai ainda são desconhecidas. O objetivo deste trabalho foi explorar a percepção do BPV com foco especial nas expectativas hedônicas, sensoriais e emocionais em comparação com os tipos tradicionais presentes no mercado. O estudo foi conduzido por 179 consumidores que responderam a perguntas online, apresentando-lhes uma série de fotos. Foi realizada uma avaliação de associação livre e aceitabilidade esperada e explorado como eles se sentiriam depois de experimentá-los, usando uma marca de seleção todos que se aplicam (CATA) composta por 21 emojis. Os participantes também foram solicitados a descrever suas expectativas sensoriais, aplicando um CATA composto por 17 termos validados em ensaios anteriores. Os resultados mostram um desconhecimento da coloração violeta da polpa, o que se reflete em menores valores de aceitabilidade esperada em relação aos genótipos tradicionais de polpa creme e laranja. Também foi associado a poucas associações hedônicas positivas e emojis, como rosto surpreso ou medo, caretas o fadiga. Eles geraram expectativas sensoriais semelhantes à polpa cremosa de batata-doce em termos de textura e sabor, e também foram associados a sabores indesejados. Isso destaca a necessidade de desenvolver estratégias de marketing para promover a familiaridade antes do lançamento comercial da batata-doce de polpa roxa.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[consumers]]></kwd>
<kwd lng="en"><![CDATA[breeding]]></kwd>
<kwd lng="en"><![CDATA[sweet potato]]></kwd>
<kwd lng="en"><![CDATA[texture]]></kwd>
<kwd lng="en"><![CDATA[flavor]]></kwd>
<kwd lng="es"><![CDATA[consumidores]]></kwd>
<kwd lng="es"><![CDATA[mejoramiento genético]]></kwd>
<kwd lng="es"><![CDATA[boniato]]></kwd>
<kwd lng="es"><![CDATA[textura]]></kwd>
<kwd lng="es"><![CDATA[sabor]]></kwd>
<kwd lng="pt"><![CDATA[consumidores]]></kwd>
<kwd lng="pt"><![CDATA[melhoramento genético]]></kwd>
<kwd lng="pt"><![CDATA[batata doce]]></kwd>
<kwd lng="pt"><![CDATA[textura]]></kwd>
<kwd lng="pt"><![CDATA[sabor]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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