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Investigated milk fat fraction differs in physical attributes, first of all in melting point and solid fat content and its influence on crystallization process of cocoa butter i.e. chocolate mass. It means that this fraction slows down crystallization rate, decreases melting point of mixture with cocoa butter and causes chocolate softness. It is very important for quality of chocolate especially chocolate with nuts or sunflower kernel. The aim of this paper was to investigate the influence of low‐melting (26°C) milk fat fraction on crystallization processes in chocolate mass and define the optimal concentration of this fraction with suitable precrystallization temperature time regime. Solid fat content of chocolate which designates the influence of precrystallization changes in chocolate mass with addition of milk fat fractions was investigated.

The precrystallization was performed in a laboratory crystallizer that is in a modified Brabender pharinograph, which measures the rheological characteristics as indirect parameter of crystallization properties of chocolate mass depending on milk fat fraction concentration and precrystallization temperature. The experiments were performed according to the factorial plan 3² (two factors on three levels) and the results are statistically treated.

The results showed that the optimal conditions for achieving the satisfactory tempering rate (optimal concentration of crystals in chocolate mass) are addition of 3 per cent low‐melting milk fat fraction and precrystallization temperature of 25°C.

The addition of high‐melting milk fat fraction slows down the chocolate mass crystallization more then low‐melting milk fat fraction. Investigated fraction influenced decreasing in solid fat content of chocolate regardless of precrystallization temperature.

The purpose of this paper is to evaluate the effects of substituting cow milk with soy milk in the standard milk chocolate recipe on the physical, chemical and sensory qualities of milk chocolate and obtain the best ratio of substitution.

Milk chocolates were produced by substituting the cow milk in the standard recipe with soy milk powder at different ratios of soy milk to cow milk. Physical and chemical analyses were carried out using the standard methods to evaluate the major raw materials and chocolate samples, and the sensory evaluation of the chocolate samples was carried out using preference and difference tests.

Soy milk contained the highest crude protein and crude fiber. The cut test results of the cocoa beans showed that the percentage of fully fermented cocoa beans was in agreement with the standard. Residimeter value (RV) of four chocolate samples (30:70, 20:80, 10:90, and 0:100) was the best. The nitrogen content and melting points of the chocolates samples were found to increase with increased inclusion of soy milk powder in the recipe. There was no significant difference (p<0.05) in taste, sweetness, smoothness, and overall acceptability of the 0:100 and 30:70; soy milk to cow milk samples.

Soy-chocolate will be a new chocolate product with higher melting point and lower cost than the standard milk chocolate. The selling price of chocolate will be lower and thus affordable to low-income earners. Also, there will be an increased utilization of soybean.

Soy-chocolate recipe is a new and additional recipe for the production of milk chocolate.

Chocolates imported into Nigeria melt at tropical room temperature, causing bloom formation in storage. This situation may be responsible for the low consumption of chocolate in Nigeria. This study therefore focused on the production and evaluation of thermo‐resistant chocolate that is not heat labile at tropical ambient temperature.

Studies were carried out in two stages. The first stage was the incorporation of cornstarch at different percentages of 2.5, 5.0, 7.5 and 10.0 per cent and the second stage was the use of gelatin at 2.5, 5.0, 7.5 and 10.0 per cent.

At 10 per cent inclusions of cornstarch and gelatin, the two non‐conventional chocolates melted at temperatures between 40‐50°C, compared to that of conventional milk chocolate which melts at temperatures between 25‐33°C.

The two non‐conventional chocolates compared favourably with the conventional milk chocolate in terms of colour, taste, smoothness and overall acceptability. However, the non‐conventional chocolate was found to be thermo‐stable at tropical ambient temperatures. The production of these thermo‐resistant chocolates will allow the wide distribution, display and consumption of chocolate in the tropics, especially Nigeria.

Immersive virtual reality (IVR) has been frequently proposed as a promising tool for learning. However, researchers have commonly implemented a plethora of design elements in these IVR systems, which makes the specific aspects of the system that are necessary to achieve beneficial outcomes unclear. Against this background, this study aims to combine the literature on presence with learning theories to propose that the ability of IVR to present 3D objects to users improves the presence of these objects in the virtual environment compared with 2D objects, leading to increased learning performance.

To test this study’s hypotheses, the authors conducted a 2 (training condition: approach vs avoid) x 2 (object presence: high vs low) between-subjects laboratory experiment that used IVR with 83 female participants.

The results support this study’s hypotheses and show that training with high object presence leads to greater reactions to cues (chocolate cravings) and improved health behaviour (chocolate consumption).

This study shows that increased object presence leads to unique experiences for users, which help reinforce training effects. Moreover, this work sheds further light on how immersive computer technologies can affect user attitudes and behaviour. Specifically, this work contributes to IVR research by showing that learning effects can be enhanced through an increased degree of object presence.

This paper aims to advance theory‐building in the area of food consumption research, by exploring how consumers experience chocolate consumption in different contexts and by viewing these inductive findings in the light of the relevant existing body of knowledge.

A qualitative study is conducted on a non‐student sample of Italian consumers. The qualitative diary research technique is used as it is particularly suitable to capturing sensations, feelings, thoughts, and behaviours related to various chocolate consumption contexts. Content analytical and interpretive principles are followed in the production of the study findings.

Chocolate generates rich and complex consumption experiences as a function of various contextual forces. Seven main contextual chocolate consumption categories are identified: context of physiological need, context of sensorial gratification, context of memories and nostalgia, context of escapism, context of materialism, context of chocoholism, and context of interpersonal and self‐gifts. On the basis of these chocolate consumption categories and ideas from past consumer behaviour research, four more general contextualized chocolate consumption experience types are extracted: chocolate consumption experience as medicine, as mind manoeuvring, as regression and as ritual enhancement.

Past research has not explored how different chocolate consumption contexts shape and define these experiences, even though contextual variation in food consumption experiences is recognized as important. The nuances of chocolate consumption in various contexts are explored to the unprecedented depth, a conceptually novel typology of contextualized chocolate consumption experiences is presented, the field of application of self‐congruity theory is expanded and the profiles of chocolate consumer segments identified by past research are enriched.

Emerging Markets.

Undergraduate, Masters.

Pacari Chocolate is the flagship brand of SKS Farms CIA Ltda., located in Quito, Ecuador. The company specializes in organic chocolate production which it sells in Ecuador and exports to other Latin American, European and North American markets. The company began operation in 2002, founded by Carla Barbotó and her husband Santiago Peralta. Carla is the Director of SKS and Santiago is General Manager. The case is set just after Santiago negotiated a deal to supply Emirates Airlines with mini bars to be distributed to flight passengers. Santiago is excited about this new deal, which will provide a new revenue stream, enhance brand image and potentially create new customers. Carla and Santiago pursue excellence with their products, as evidenced by over 160 awards, many globally recognized. However, their mission is also very much social in that they seek to improve the lives of Andean farmers, indigenous peoples and broader Ecuadorean society. The principle author uses this case in a course on innovative approaches to engaging emerging market opportunities, in which shared (social + economic) value and the formation of strong national industries are key outcomes, to be addressed through complementary market and non-market entrepreneurship strategies.

Expected learning outcomes are as follows: to identify the contextual challenges faced by an emerging market firm, and explain what must be done to overcome them; to identify the role of a firm in developing a national competency in an agricultural product industry; to demonstrate the creation of “shared value” and examine how the social mission of a company can reinforce and sustain its economic value creating activities; and to generate and evaluate options for developing international markets when a firm has limited resources to invest in marketing activities.

Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

CSS 3: Entrepreneurship.

The purpose of this paper is to examine the influence of anticipated emotions (AE) on behavioural intention and behaviour to consume filled chocolates and to give an indication on the possible differences in consumer behaviour between two countries.

The theory of planned behaviour (TPB) was used to explain the consumption of chocolate. In this study, TPB is extended with a construct for AE.

A total of 859 consumers in Belgium and Hungary participated in the study and results showed that including AE increases the predicted variance of the TPB. Moreover, AE have a positive effect on the intention and the actual behaviour of consumers. Next, the study suggests that Belgian consumers are more influenced by their emotional and control beliefs and that Hungarian consumers are also driven by opinion of family and friends and some behavioural beliefs.

Overall, TPB can contribute to the understanding of behavioural intention and behaviour towards eating filled chocolate. Moreover, it can help to develop a marketing plan for specific consumer segments as it can identify influencing factors and consumer beliefs towards a product.

This is the first study that compares the fit of the TPB model with and without the construct of AE. The work contributes to the growing literature on emotions as it does not focus on emotions elicited during or after consumption, but explores if the AE also play a significant role in behaviour.

There is a growing interest in measuring emotions evoked by food products to gain additional insights in how consumers perceive and choose food products. The aim of this study was to investigate if consumers' emotions are influenced by flavour, gender, consumption habits, actual tasting or consumer attitude towards a product. Chocolate was chosen as the product under study as its consumption is associated with evoking several emotions.

During a between-subjects experiment at a local food fair, consumers (n = 910) evaluated either the name “chocolate”, plain dark chocolate or raspberry flavoured dark chocolate. Participants rated the intensity of 24 emotions and answered the 24 statements of the Attitude to Chocolate Questionnaire.

The results showed that sensory characteristics have a significant influence on the emotional profiles whereas no difference was found between tasting and not tasting. Gender and prior liking had little to no influence. Finally, the results suggested that consumption frequency and attitudes towards chocolate did have an influence on the emotional profiles.

The results show that producers should try to evoke positive emotions which could be emphasised through marketing. Gender differences for emotional profiling advocate that future research should not only analyse global results but also separately analyse by gender. Moreover, usage frequency and attitudes towards chocolate had an impact on the emotions meaning that future research should consider those when setting up research.

This study further contributes to the growing literature on emotions. It examines the added value of actual tasting chocolate while prior research focuses either just names or just sensory evaluation. Also, this paper further explores to which extent flavour, gender, consumption habits and attitude impact the emotional associations of chocolate.

There is a growing interest in artisan entrepreneurs around the world. Scholars are increasingly interested in how artisan enterprises use tourism in a resource-constrained resources. Based on the concept of artisan chocolate entrepreneur, the purpose of this paper is to examine the phenomenon of artisanal chocolate making in a small island with limited resources yet influenced by increased tourism.

Artisan enterprises are considered relevant in developing countries and their creation merits further attention. This study examines artisan enterprises using in-depth interviews, case studies, and an interpretative approach. The approach enables examining how artisan chocolate enterprises use tourism to develop their businesses in a context characterized by limited resources.

The findings show that artisan entrepreneurs are encouraged to start and develop enterprises due to lifestyle choices. The findings reveal a connection between artisan chocolatiers developing place-bound features to address a growing demand of tourists’ expectation for authentic and local products. The approach of artisan entrepreneurs in such conditions can be explained through entrepreneurial bricolage.

This study contributes to the literature on the initial stages of artisan enterprises particularly in resource-constrained environments influenced by tourism. More specifically, the study provides evidence of the relevance of tourism for artisanal enterprise emergence, which is a relatively overlooked area in tourism and artisanal studies in developing countries. The study highlights the key place bound features that artisanal chocolate entrepreneurs associate to their products based on tourists’ demand for authentic and local products.

The purpose of this paper is to examine the influence of sensory attributes of milk chocolate on consumers’ emotions and their hedonic ratings using three commercial brands of milk chocolate.

Quantitative descriptive analysis by a trained panel (n=8) was performed to obtain the sensory evaluation of the samples. A group of 127 consumers evaluated the samples to indicate their hedonic ratings (nine-point hedonic scale) and emotions (EsSense Profile®).

The sensory profiles for the three chocolate types showed clear differences. EsSense Profile® methodology revealed that each type of chocolate had a distinct emotional profile. The premium brand was associated with the highest number of positive emotions, whereas the traditional brand was associated with most of the negative emotions (“bored”, “disgusted” and “worried”). The drivers of liking were mainly positive and unclassified emotions. Also, gender differences in emotional profiling were found.

This study illustrates that sensory and emotional measurements can contribute to a better understanding of consumers’ hedonic liking. Moreover, gender differences found in emotional profiling should raise awareness that gender may lead to different emotional profiling. These gender differences are of interest to food companies, for instance, for food product development or marketing purposes.

This study further contributes to the growing literature on emotions. By combining sensory evaluation by a trained panel and emotional profiling by consumers, this paper explores how combining these measurements can contribute to a better understanding of the drivers of liking for milk chocolate.