Explaining the Crossmodal Influence of Color on Odor Identification Responses: an Expectations-Based Approach

Maya Shankar, Oxford University, UK
Chris Simons, Givaudan Flavors
Baba Shiv, Stanford University, USA
Samuel McClure, Thuan K. Ngo, Charles Spence, Stanford University, USA; Oxford University, UK; Oxford University, UK
The color of a beverage generates expectations regarding how it will smell, and can thus influence whether consumers correctly identify its flavor. Two variables – the degree of discrepancy between the expected and actual odor, as well as respondents’ confidence in these expectations – impacted the strength of this effect.
[ to cite ]:
Maya Shankar, Chris Simons, Baba Shiv, and Samuel McClure, Thuan K. Ngo, Charles Spence (2011) ,"Explaining the Crossmodal Influence of Color on Odor Identification Responses: an Expectations-Based Approach", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.