The Effects of Color on Food Temperature Perceptions

Courtney Szocs, University of South Florida, USA
Dipayan Biswas, University of South Florida, USA
We find that incidental exposure to red and blue color cues influences food temperature perceptions. Process evidence suggests that visual cues are easier to encode than haptic cues, and consequently receive greater weight in temperature evaluations. This color-temperature effect also influences consumption volume and food preparation practices.
[ to cite ]:
Courtney Szocs and Dipayan Biswas (2013) ,"The Effects of Color on Food Temperature Perceptions", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.