“Looking Good”: the Visual Power of Packaging on Gustatory Perceptions

Sara Baskentli, Baruch College, City University of New York
Stephen Gould, Baruch College, City University of New York
This study attempts to bring some clarity to cross-modal interactions of visual and gustatory senses, specifically, how taste perceptions are affected from the aesthetics of packaging. Overall, the results indicate that attractive packaging creates an implicit bias in taste perceptions that should ostensibly have nothing do with the package itself.
[ to cite ]:
Sara Baskentli and Stephen Gould (2014) ,"“Looking Good”: the Visual Power of Packaging on Gustatory Perceptions", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 771-771.