“Looking Good”: the Visual Power of Packaging on Gustatory Perceptions

This study attempts to bring some clarity to cross-modal interactions of visual and gustatory senses, specifically, how taste perceptions are affected from the aesthetics of packaging. Overall, the results indicate that attractive packaging creates an implicit bias in taste perceptions that should ostensibly have nothing do with the package itself.



Citation:

Sara Baskentli and Stephen Gould (2014) ,"“Looking Good”: the Visual Power of Packaging on Gustatory Perceptions", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 771-771.

Authors

Sara Baskentli, Baruch College, City University of New York
Stephen Gould, Baruch College, City University of New York



Volume

NA - Advances in Consumer Research Volume 42 | 2014



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