Not Just Gustation: the Cognitive Effects of Multi-Sensory Advertising on Taste Perceptions

Ryan Elder, University of Michigan, USA
Aradhna Krishna, University of Michigan, USA
This research investigates the cognitive impact of advertisements on taste perceptions. Bringing together research in physiology and consumer behavior, we propose that advertisements focusing on multi-sensory components of taste result in higher taste perceptions than ads focusing on taste alone. These effects are mediated by sensory cognitions (study 1), and as such are attenuated when cognitive resources are constrained (study 2). Further, the individual’s ability to sensorially imagine consumption experiences interacts with the ad and product familiarity to reverse the effect of multiple-sense ads (study 3). The significance of this cognition-sensory perception link for future research is addressed.
[ to cite ]:
Ryan Elder and Aradhna Krishna (2010) ,"Not Just Gustation: the Cognitive Effects of Multi-Sensory Advertising on Taste Perceptions ", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 654-655 .