Erick G Chuquichambi, Nina Veflen, Enric Munar, Carlos Velasco
{"title":"The Role of Taste-Shape Correspondences and Semantic Congruence in Product Preference and Taste Expectations.","authors":"Erick G Chuquichambi, Nina Veflen, Enric Munar, Carlos Velasco","doi":"10.1163/22134808-bja10144","DOIUrl":null,"url":null,"abstract":"<p><p>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.</p>","PeriodicalId":51298,"journal":{"name":"Multisensory Research","volume":" ","pages":"27-59"},"PeriodicalIF":1.8000,"publicationDate":"2025-03-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Multisensory Research","FirstCategoryId":"102","ListUrlMain":"https://doi.org/10.1163/22134808-bja10144","RegionNum":4,"RegionCategory":"心理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"BIOPHYSICS","Score":null,"Total":0}
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.
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.