Structural approach of social representation: Application to the concept of wine minerality in experts and consumers

摘要: Abstract In recent years the sensory evaluation field has been moving from traditional descriptive methodologies towards consumer based methodologies. Sensory descriptions are not confined to evaluation. everyday life, people use also communicate about products properties. The theory of social representation offers a new approach for studying meaning terminology used in these life descriptions. One implication this is that created through system negotiations rather than being fixed and finite code. goal present study was understand concept wine minerality different groups, theory. For purpose, we worked with 40 winemakers Chablis, France, 47 consumers burgundy. We verbal association task word as prompt. Participants had write down all words came their mind when they heard rate both importance valence words. Data were subjected prototypical analysis identify core peripheral areas experts’ consumers’ representation. Results showed have way represent conceptualize minerality. central winemakers’ formed by terms give an idea coming “a place” ( Chablis , geology terroir ) having specific characteristics Shellfish chalky freshness linked place. This comforted elements first periphery stone acidity gunflint salty ). consumers, consist only one term each respectively). appear third fourth peripheries indicating neither shared nor stable it observed winemakers. Finally, results positive connotation which descriptor denoting quality.