Feeling good! Consumers' associations to feeling good related to food, personal care and home-care products in 14 countries worldwide

2017

International audience; Interest in understanding how consumer goods contribute to perceived wellbeing has increased rapidly in recent years. This study investigates consumers' associations to feeling good (FG), as well as FG related to food, personal care and home-care products. Worldwide consumers from 5 continents, 14 countries and 10 languages (N=9,868, n=588-800 per country) responded to a web-based free word association test in February 2016. To ensure culturally representative answers, only respondents declaring having lived in their country their whole life were selected for the survey. The task started with the elicitation of four words associated to FG. Then, successive sections i…