89O JOURNAL OF THE SOCIETY OF COSMETIC CHEMISTS tion based on a vanilla type of fragrance is experienced. The odor- taste reaction on a lighter scale persists through the process step. Finally, the wet and dry result leaves a pleasant, faint, clean odor associated with the hair. In terms of feel, the product is wet and creamy, devoid of irritation, and goes from cold to hot in the consumers hand. Under process conditions, the wet, creamy, warm, pink foam generates no sting. The foam continues to stay warm as it is easily distributed through the hair. Rinsing is rapid and effective. The wet conditioned hair is smooth, cool, and has excellent combing properties. The dry conditioned hair also combs with great ease. Finally, from a sound sensation standpoint the product dispenses with a soft purr. SUMMARY AND CONCLUSIONS The need to improve the product development process, make it more effective, and get novel consumer products to the marketplace more rapidly is apparent to both business managers and scientists. The repetitive nature of the development-evaluation cycle is an impor- tant and growing factor from a time standpoint. This is so because scientific people lean heavily on practical evaluations and nonscientific evaluators for guidance. The technical effort necessary for the development of a sound product is substantial. This effort in total can be segmented, but not reduced, through premature and excessive use of time-consuming practical evaluations. The scientist is urged to apply the science of psychology to product development. He should carry out, routinely, his own sensory evalua- tions of products and reach his own psychosensory conclusions. Using three shampoo products, an orderly approach to the sensory evaluation of consumer products by the scientist is illustrated. These evaluations are suggested as a means of anticipating many consumer reactions. The benefits to be derived are: 1. A significant saving in time in getting products to the marketplace. 2. The elimination of product sensory properties that will give rise to negative consumer reactions. 3. The conscious generation of novel sensory properties that will give rise to favorable consumer reactions. (Received January 11, 1968)

PSYCHOSENSORY REACTIONS AND PRODUCT DEVELOPMENT 891 REFERENCES (1) Elder, T. H., et al., Surfactants in shampoo formulations, Drug Cosmetic Ind., 77, 622 (November 1955). (2) Kennedy, A., The psychology of clinical trials, ])harm. J., 128, 5-8 (January 3, 1959). (3) Wasson, C. R., What is "New" about a new product, J. Marketing, 25, 52-6 (July 1960). (4) Marriott, R. H., Consumer research on new products, J. Soc. Cosmetic Chemists, 11,473-8 (1960). ($) Marriott, R. H., Looking to the future, Ibid., 12, $2-6 (January 1961). (6) Adams, C. F., What makes people buy, Business Management, 31, 85-8 (March 1967).