Using implicit rather than explicit measures of emotions

• In laboratory food studies implicit measures offer little added value. Implicit insights in mechanisms underlying choice and acceptance. Technological developments facilitate the real-life application of measures. explicit are typically combined studies. Results these often show additional value compared to We argue that experience should not be regarded as a more expensive complex equivalent established Instead, each type measure provides complementary information. Whereas capture especially sensory aspects itself, total from pre- post- consumption, which only relates itself but also factors such physical social context foods consumed real life. This requires applied outside conventional habitat. Fortunately, this becomes increasingly possible with current technical developments.