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



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