## 3 Results
### Change in Emotions towards Biscuit Consumption  
Table 7 predicts consumers' positive and negative emotional changes. For South Africans, the taste variables chocolate and vanilla increased the change in positive emotion towards chocolate-based biscuits. For both population groups, a craving attitude suggested an increase towards positive emotions. For Swiss respondents who were mostly living in the city, a chocolate taste increased the change in positive emotion for South Africans; however, South Africans' cravings towards chocolate-based biscuits was higher.  
The regression models for respondents from South Africa and Switzerland's change in positive emotions explained 39% and 24%, respectively. Based on the results, it can  
\begin{table}
\begin{tabular}{l c c c c} \hline \hline  & \(B\) & \(SE\)\(B\) & \(\beta\) & \(p\) \\ \hline Positive change & & & & \\ SA (R\({}^{2}\) = 0.39) & & & & \\ Constant & \(-\)3.68 & 0.42 & & 0.00 ** \\ Chocolate taste & 0.24 & 0.07 & 0.27 & 0.00 ** \\ Vanilla taste & 0.20 & 0.07 & 0.23 & 0.01 * \\ Attitude: craving & 0.53 & 0.10 & 0.43 & 0.00 ** \\ Swiss (R\({}^{2}\) = 0.24) & & & & \\ Constant & \(-\)1.73 & 0.34 & & 0.00 ** \\ Chocolate taste & 0.30 & 0.09 & 0.33 & 0.00 ** \\ Attitude: craving & 0.22 & 0.09 & 0.23 & 0.02 * \\ Residence area & \(-\)0.31 & 0.13 & \(-\)0.22 & 0.02 * \\ Negative change & & & & \\ SA (R\({}^{2}\) = 0.21) & & & & \\ Constant & \(-\)0.68 & 0.43 & 0.00 & 0.21 \\ Buttery taste & 0.29 & 0.10 & 0.27 & 0.03 * \\ Nutty taste & \(-\)0.07 & 0.11 & \(-\)0.03 & 0.01 * \\ Vanilla taste & 0.33 & 0.12 & 0.27 & 0.01 * \\ Chocolate taste & \(-\)0.36 & 0.11 & \(-\)0.28 & 0.00 ** \\ Attitude: guilt & 0.19 & 0.12 & 0.09 & 0.00 ** \\ Attitude: craving & \(-\)0.43 & 0.16 & \(-\)0.23 & 0.01 * \\ Age & \(-\)0.59 & 0.25 & \(-\)0.20 & 0.02 * \\ Income & 0.78 & 0.25 & 0.28 & 0.00 ** \\ Swiss (R\({}^{2}\) = 0.14) & & & & \\ Constant & 0.15 & 0.21 & 0.00 & 0.12 \\ Nutty taste & \(-\)0.28 & 0.10 & \(-\)0.27 & 0.01 * \\ Chocolate taste & \(-\)0.18 & 0.07 & \(-\)0.24 & 0.01 * \\ Caramel taste & \(-\)0.21 & 0.08 & \(-\)0.25 & 0.02 * \\ Attitude: guilt & 0.31 & 0.08 & 0.38 & 0.00 ** \\ Income & \(-\)0.33 & 0.10 & \(-\)0.31 & 0.00 ** \\ Residence area & \(-\)0.25 & 0.09 & \(-\)0.28 & 0.01 * \\ Occupational status & 0.44 & 0.19 & 0.23 & 0.02 * \\ \hline \hline \end{tabular} Note.: * \(p<0.05\); ** \(p<0.001\); \(B\) = unstandardized coefficient; \(SE\) = standard error; \(\beta\) = standardized coefficient; \(p\) = significance level.  
\end{table}
Table 7: Summary of regression analysis for the variables predicting consumers’ emotional changes.  
be established that for both samples, the sensory property, chocolate taste, increased consumers' positive emotional changes and a craving attitude increased consumers' positive emotional changes. South African respondents (older than 35 years) earning an income of more than ZAR 20,000 per month, indicated that a buttery and vanilla taste increased the change in negative emotions towards chocolate-based biscuits. The negative contribution of South Africians' craving attitudes to a change in negative emotions was confirmed, as discussed in the previous section.  
As predicted, a chocolate taste decreased the change in negative emotions for both groups. Swiss consumers' (who mainly lived in the city and were not working) attitudes towards guilt increased their change in negative emotions more than those of South Africians. Income and occupational status increased South Africans' and Swiss respondents' changes in negative emotions, respectively. The regression model explained 21% (South Africa) and 14% (Swiss), respectively. It can therefore be confirmed that for both samples, the sensory properties nutty and chocolate taste decreased consumers' negative emotional changes and a guilty attitude increased consumers' negative emotional changes.