Does shape in backgrounds matter? Effects of Shape–Taste congruence on product evaluations

Li, Menglin; Jin, Yufang; Zhang, Jurui; Liu, Raymond

doi:10.1016/j.jretconser.2022.102990

Cited by 9 publications

(9 citation statements)

References 66 publications

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“…Pleasantness, the hedonic value of affective response to sensorial stimuli received by consumers (e.g., taste), has been widely accepted as a significant predictor of consumers’ WTP [ 42 , 44 , 56 , 57 , 58 ]. Furthermore, research shows that pleasantness mediates the link between the sensorial aspects of a product experience and consumer behaviour [ 59 ]. By contrast, the results of this work have not proven that pleasantness mediates between “out-of-JAR” sensory attributes and the economic evaluation of the product (Research Question 3).…”

Section: Discussionmentioning

confidence: 99%

Sensory Perception and Willingness to Pay for a Local Ancient Pear Variety: Evidence from In-Store Experiments in Italy

Rivaroli,

Calvia,

Spadoni

et al. 2023

Foods

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Product optimisation is one of the most crucial phases in the new product development or launch process. This work proposes applying penalty analysis to investigate the impact of not just-about-right (JAR) sensorial aspects on willingness to pay (WTP) and an overall liking for a local Italian ancient pear variety and to verify the mediating role of pleasantness in the relationship between not-JAR sensory attributes and consumers’ WTP using structural equation model (SEM). One hundred and twelve non-expert participants recruited during an in-store experiment evaluated overall liking and JAR attributes and were involved in an in-field experimental auction based on the non-hypothetical Becker–DeGroot–Marshak (BDM) mechanism. The participants’ average WTP for the sample was EUR 3.18 per kilogramme. Only juiciness and sourness significantly impact consumers’ overall liking but not on consumers’ WTP. Moreover, pleasantness did not mediate the relationship between non-balanced sensorial aspects and WTP. In conclusion, the penalty analysis for attributes not being JAR in monetary and hedonic terms is a beneficial research approach for a deep-inside evaluation of the potentiality of the product in the marketplace, providing helpful directions for product optimisation. Results show market potential for the local ancient pear variety ‘Angelica’.

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Section: Discussionmentioning

confidence: 99%

Sensory Perception and Willingness to Pay for a Local Ancient Pear Variety: Evidence from In-Store Experiments in Italy

Rivaroli,

Calvia,

Spadoni

et al. 2023

Foods

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“…Assess impact of design features embedded in packaging on product experience: de Sousa et al, 2020;Li et al, 2022;Togawa et al, 2019;Van Rompay et al, 2019;cf. Velasco et al, 2018a).…”

Section: On the Multiple Meanings Of Packaging Colour And Other Visua...mentioning

confidence: 99%

“…Sourness is also associated with asymmetrical, rather than with symmetrical, visual designs (see Salgado-Montejo et al, 2015a;Turoman et al, 2018). Given such findings, shape-taste correspondences can be incorporated into a range of design elements including everything from typeface (de Sousa et al, 2020;Mead et al, 2020;Velasco & Spence, 2019b;Wang et al, 2020) to lines and shapes on/of labels (Li et al, 2022;Matthews et al, 2019), transparent windows , and even the distinctive image moulds of specific packaging forms or silhouettes (Meyers, 1981;Overbeeke & Peters, 1991;Wang & Sun, 2006). While certain shapes are associated with specific flavours, atypical food packaging might attract attention and increase product salience (cf.…”

Section: Shape Packaging and Crossmodal Correspondencesmentioning

confidence: 99%

Visual communication via the design of food and beverage packaging

Spence

Doorn

2022

Cogn. Research

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A rapidly growing body of empirical research has recently started to emerge highlighting the connotative and/or semiotic meanings that consumers typically associate with specific abstract visual design features, such as colours (either when presented individually or in combination), simple shapes/curvilinearity, and the orientation and relative position of those design elements on product packaging. While certain of our affective responses to such basic visual design features appear almost innate, the majority are likely established via the internalization of the statistical regularities of the food and beverage marketplace (i.e. as a result of associative learning), as in the case of round typeface and sweet-tasting products. Researchers continue to document the wide range of crossmodal correspondences that underpin the links between individual visual packaging design features and specific properties of food and drink products (such as their taste, flavour, or healthfulness), and the ways in which marketers are now capitalizing on such understanding to increase sales. This narrative review highlights the further research that is still needed to establish the connotative or symbolic/semiotic meaning(s) of particular combinations of design features (such as coloured stripes in a specific orientation), as opposed to individual cues in national food markets and also, increasingly, cross-culturally in the case of international brands.

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“…A clear preference for symmetry over asymmetry presentations of foods was examined and verified with exactly the same ingredients over all compositions [12]. Visual aesthetics of objects influence our behavior, the sight on the foods creates expectations of taste, flavor, and healthiness [18,[21][22][23]. Such that balanced food arrangements are rated as more attractive [12,24] and tend to lead to higher willingness to pay for the food, than unbalanced arrangements [12,25,26].…”

Section: Literature Review and Hypothesis Developmentmentioning

confidence: 99%

The Symmetry Effect: Symmetrical Shapes Increase Consumer’s Health Perception of Food

Liang

Zhou

et al. 2022

Journal of Food Quality

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Focusing on the physical appearance of the food itself, and limiting the focus on shape to the concept of symmetry, this research investigated how food shape influences consumer perceptions of healthiness and naturalness and their subsequent food preferences. By conducting three empirical studies involving self-reported preference and trade-off choices, this research verified that it is a two-staged process of naturalness and healthiness that mediates the main effect of symmetry on foods preference. Furthermore, the incremental perceived unhealthiness of food would mitigate the positive effect of food symmetry. These findings are meaningful for food marketing managers and policymakers when making food-related decisions.

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Does shape in backgrounds matter? Effects of Shape–Taste congruence on product evaluations

Cited by 9 publications

References 66 publications

Sensory Perception and Willingness to Pay for a Local Ancient Pear Variety: Evidence from In-Store Experiments in Italy

Sensory Perception and Willingness to Pay for a Local Ancient Pear Variety: Evidence from In-Store Experiments in Italy

Visual communication via the design of food and beverage packaging

The Symmetry Effect: Symmetrical Shapes Increase Consumer’s Health Perception of Food

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