The Coffee Science Foundation (CSF) and The Ohio State University (OSU) have launched a new research project to determine how both sensory and non-sensory attributes influence coffee’s perceived value from the consumer perspective. By incorporating intrinsic and extrinsic attributes, this project will quantify their relative importance and impact on consumer purchase decisions. 

“Through this research, we aim to uncover how both sensory qualities—like aroma and flavor—and non-sensory factors—such as certifications and origin—shape consumer perceptions of coffee value,” said Dr. Christopher Simons, an Associate Professor of Sensory Science at the OSU Department of Food Science & Technology.  

This research will be based on a methodological approach grounded in behavioral economics that estimates the value consumers place on product attributes by simulating real-world decision-making scenarios known as a Discrete Choice Experiment (DCE). By conducting the research in both a traditional sensory and in a virtual coffeehouse environment the researchers will also be able to assess the impact of context on the value consumers assign to various product attributes. 

The findings from this research will provide critical insights for coffee producers, roasters, and retailers helping them align their product offerings with consumer expectations and accurately assess market value.  

Published Research Outputs

“Integrating Sensory and Extrinsic Attributes to Quantify Coffee Value” is a new project and does not yet have published research outputs.