The Role of Taste-Shape Correspondences and Semantic Congruence in Product Preference and Taste Expectations.

IF 1.8 4区 心理学 Q3 BIOPHYSICS
Erick G Chuquichambi, Nina Veflen, Enric Munar, Carlos Velasco
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引用次数: 0

Abstract

People infer the taste of products based on semantic knowledge (e.g., associations with the category and brand elements). They also link shape features with certain taste qualities through inherent associations commonly referred to as crossmodal correspondences. This research examined how shape features influence the evaluation of familiar and unfamiliar products, and thus varying levels of semantic knowledge. Participants evaluated the expected taste, familiarity, liking, and willingness to purchase products with curved and angular logos presented with sweet, bitter, and neutral characteristics, as well as unfamiliar products. The results of Experiment 1 indicated that the curved logos were preferred and associated with greater sweetness, while the angular logos were less preferred and associated with bitterness. However, in Experiment 2, these differences disappeared when the logos were presented with packages of familiar (sweet, bitter, and neutral) and unfamiliar products. In Experiment 3, the expected tastes for the logos were more pronounced when they were framed as representing new or unfamiliar products than sweet and bitter familiar products. The difference in expected sweetness between curved and angular logos was greater for new or unfamiliar products than for familiar sweet products, and the same pattern was found for expected bitterness. Together, these results suggest that feature-based expectations of taste are absent or less pronounced when semantic knowledge about the products is greater.

口味-形状对应和语义一致性在产品偏好和口味期望中的作用。
人们根据语义知识(例如与品类和品牌元素的关联)推断产品的味道。它们还通过通常被称为跨模态对应的内在关联将形状特征与某些味道品质联系起来。本研究考察了形状特征如何影响熟悉和不熟悉产品的评估,从而改变了语义知识的水平。参与者评估了预期的味道、熟悉程度、喜欢程度和购买带有甜、苦和中性特征的弯曲和有棱角标志的产品的意愿,以及不熟悉的产品。实验1的结果表明,弯曲的标志更受欢迎,与更大的甜味相关,而棱角的标志不受欢迎,与苦味相关。然而,在实验2中,当标识与熟悉的(甜的、苦的和中性的)和不熟悉的产品一起呈现时,这些差异消失了。在实验3中,当标识被设定为代表新的或不熟悉的产品时,预期的味道比甜味和苦味熟悉的产品更明显。对于新产品或不熟悉的甜产品,曲线和角度标识之间的预期甜度差异比熟悉的甜产品更大,对于预期苦味也发现了相同的模式。总之,这些结果表明,当关于产品的语义知识更多时,基于特征的口味期望就不存在或不那么明显。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Multisensory Research
Multisensory Research BIOPHYSICS-PSYCHOLOGY
CiteScore
3.50
自引率
12.50%
发文量
15
期刊介绍: Multisensory Research is an interdisciplinary archival journal covering all aspects of multisensory processing including the control of action, cognition and attention. Research using any approach to increase our understanding of multisensory perceptual, behavioural, neural and computational mechanisms is encouraged. Empirical, neurophysiological, psychophysical, brain imaging, clinical, developmental, mathematical and computational analyses are welcome. Research will also be considered covering multisensory applications such as sensory substitution, crossmodal methods for delivering sensory information or multisensory approaches to robotics and engineering. Short communications and technical notes that draw attention to new developments will be included, as will reviews and commentaries on current issues. Special issues dealing with specific topics will be announced from time to time. Multisensory Research is a continuation of Seeing and Perceiving, and of Spatial Vision.
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