Does Salience of the Sound of Food Increase Or Decrease Consumption?

Nailya Ordabayeva, Boston College, USA
Raji Srinivasan, University of Texas at Austin, USA
We find that the salience of the sound of food can increase or decrease consumption. Sound salience increases consumption because it enhances expectations of the food’s sound and enjoyment. But sound salience decreases consumption when attention to the sound of food is impaired and when consumption monitoring is active.
[ to cite ]:
Nailya Ordabayeva and Raji Srinivasan (2016) ,"Does Salience of the Sound of Food Increase Or Decrease Consumption?", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 213-217.