Abstract
Once a brand image has been established, it may potentially become an obstacle for a new product development. It is important to incorporate a new image into the product brand image when developing a new product. Beverages are often selected according to the situation and feeling. Some situations that apply to the new product are unsuitable for the original product brand image; in such cases an IF-paragraph can introduce new possibilities for the product brand image. A situation is presented and the panel senses the product while imagining the situation. At that time the members answer questions about their psychological state. We call this method the "IF-THEN type sensory evaluation." In this study, this technique is applied to a lactic acid beverage. We propose the technique to aid in formulating a proper recipe which corresponds to the new image from the result of the evaluation, or the so-called "method of area's ratio in N(0.1)."
