Does Visual Heaviness Convey Rich Flavor? Effect of Product Image Location on Consumers’ Taste Expectation

This research found that product images’ location on packaging affects consumers’ perception of food products. In consumers with low autotelic need for touch, product images placed at the bottom (vs. top) of packaging positively affected perception of flavor density. Additionally, perceived heaviness mediated this effect.



Citation:

Taku Togawa, Jaewoo Park, and Hiroaki Ishii (2016) ,"Does Visual Heaviness Convey Rich Flavor? Effect of Product Image Location on Consumers’ Taste Expectation", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 762-762.

Authors

Taku Togawa, Chiba University of Commerce, Japan
Jaewoo Park, Chiba University of Commerce, Japan
Hiroaki Ishii, Seikei University, Japan



Volume

NA - Advances in Consumer Research Volume 44 | 2016



Share Proceeding

Featured papers

See More

Featured

K13. When Does Humor Increase Sharing?

John Yi, University of Arizona, USA
Caleb Warren, University of Arizona, USA

Read More

Featured

G6. Brightness Increases More Positive Views of Humanity and Prosocial Behavior of People Low in Moral Identity Internalization

Jun Yan, University of Manitoba, Canada
Luke Zhu, University of Manitoba, Canada
Fang Wan, University of Manitoba, Canada

Read More

Featured

When Negative Observations Broaden Generalization of Product Attributes to Novel Products

Rui Chen, Tarleton State University
Marcus Cunha Jr., University of Georgia, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.