Using Visual Packaging Design to Influence Taste Perception and Food Consumption: a Cross-Modal Effect Approach

The current study found that product imagery placed at the bottom (vs. top) of a package façade enhanced consumers’ expectations and perceptions of flavor richness. Moreover, this cross-modal correspondence between vision and taste decelerated their food consumption and led them to choose a healthy snack after consumption.



Citation:

Taku Togawa, Jaewoo Park, Hiroaki Ishii, and Xiaoyan Deng (2019) ,"Using Visual Packaging Design to Influence Taste Perception and Food Consumption: a Cross-Modal Effect Approach", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 24-28.

Authors

Taku Togawa, Chiba University of Commerce, Japan
Jaewoo Park, Musashi University, Japan
Hiroaki Ishii, Seikei University, Japan
Xiaoyan Deng, Ohio State University, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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