Accessing the deep conceptualisations experienced by people in
reaction to product, rather than branding or packaging, is very
challenging because these conceptualisations are not always
immediately apparent to the individual concerned. By virtue of
the fact that the conceptual profiles of these nine unbranded dark
chocolates are highly differentiated, this research has demonstrated
the utility of best–worst scaling (maximum difference scaling),
used in conjunction with an appropriate lexicon of conceptual
descriptors, as a means of accessing such conceptualisations.