The Mere Presence of a Photo on a Product Label Can Change Taste Perception

Do photos on product labels affect the perceived taste of the product? With a photo, consumers were more likely to think a wine was better quality, and report it tasted better. These findings fit with the idea that consumers use conceptual fluency as a metacognitive cue to evaluate taste.


Antonia Mantonakis, Brittany Cardwell, Randi Beckett, Eryn Newman, and Maryanne Garry (2014) ,"The Mere Presence of a Photo on a Product Label Can Change Taste Perception", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 799-799.


Antonia Mantonakis, Goodman School of Business, Brock University, Canada
Brittany Cardwell, Victoria University, New Zealand
Randi Beckett, Psychology, Brock University, Canada
Eryn Newman, Victoria University, New Zealand
Maryanne Garry, Victoria University, New Zealand


NA - Advances in Consumer Research Volume 42 | 2014

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