The Effect of Advertising Copy on Sensory Stimulation and Perceived Taste

Ryan Elder, University of Michigan, USA
Aradhna Krishna, University of Michigan, USA
Taste perceptions are formulated from the inputs of multiple sensory modalities, including smell, touch (texture), sight, and even sound. We draw upon physiological and neuroscience literature to propose that advertisements which encompass multiple senses can result in higher perceived taste compared to advertisements that focus on taste alone. Five experiments demonstrate the existence of this effect using different stimuli. The experiments further show that sensory stimulation mediates the effect of ads on perceived taste and that cognitive load moderates it. Further, they show that the effect also translates into consumer willingness to pay.
[ to cite ]:
Ryan Elder and Aradhna Krishna (2009) ,"The Effect of Advertising Copy on Sensory Stimulation and Perceived Taste", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 127-130.