The Mediating Effects of the Appearance of Nondurable Consumer Goods and Their Packaging on Consumer Behavior

Garber, Lawrence L.; Hyatt, Eva M.; Boya, Ünal Ö.

doi:10.1016/b978-008045089-6.50028-9

Cited by 31 publications

(49 citation statements)

References 53 publications

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“…These expectations likely result from our repeated exposure to the specific color-flavor pairings present in our environments (see Elliot & Maier, 2007, for a review; cf. Garber, Hyatt, & Boya, 2008;Garber, Hyatt, & Starr, 2000 exploring expectations-based cross-modal effects on orthonasal odor identification.…”

Section: The Influence Of Color On Orthonasal Odor Identificationmentioning

confidence: 99%

An expectations-based approach to explaining the cross-modal influence of color on orthonasal olfactory identification: The influence of the degree of discrepancy

Shankar

Simons²,

Shiv

et al. 2010

Attention, Perception & Psychophysics

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As we interact with the world around us, we are continually met by a number of distinct and salient smells: the waft of buttered popcorn that strikes us when we first enter the movie theater, the unpleasant smell of milk that has soured after being left out a bit too long, and the cup of freshly roasted coffee that sits at our desk, helping to keep us attentive during the day. Our sense of smell is undoubtedly advantageous from an evolutionary point of view. Being able to perceive and recognize the odors in our environment can provide useful information: Smells can help us to avoid a provide useful information: Smells can help us to avoid a burning building to our right, to consume a nutritious piece of fruit over a rotten one, and to help us select a fitting mate (see Candolin, 2003;Desor & Beauchamp, 1974;Rabin & Cain, 1984;Stevenson, 2009;Vlahos, 2006). y Interestingly, though, our ability to correctly identify substances just on the basis of orthonasal olfactory cues is actually quite poor. When odor cues are presented in isolation (i.e., divorced from any context), we are able f to correctly identify only roughly one third to one half of them (see Cain, 1979;Engen & Ross, 1973; Rabin & of them (see Cain, 1979;Engen & Ross, 1973 CHARLES SPENCE University of Oxford, Oxford, EnglandIn the present study, we explored the conditions under which color-generated expectations influence participants' identification of flavored drinks. Four experiments were conducted in which the degree of discrepancy between the expected identity of a flavor (derived from the color of a drink) and the actual identity of the flavor (derived from orthonasal olfactory cues) was examined. Using a novel experimental approach that controlled for individual differences in color-flavor associations, we first measured the flavor expectations held by each individual and only then examined whether the same individual's identification responses were influenced by his or her own expectations. Under conditions of low discrepancy, the perceived disparity between the expected and the actual flavor identities was small. When a particular color-identified by participants as one that generated a strong flavor expectation-was added to these drinks (as compared with when no such color was added), a significantly greater proportion of identification responses were consistent with this expectation. This held true even when participants were explicitly told that color would be an uninformative cue and were given as much time as desired to complete the task. By contrast, under conditions of high discrepancy, adding the same colors to the drinks no longer had the same effect on participants' identification responses. Critically, there was a significant difference in the proportion of responses that were consistent with participants' color-based expectations in conditions of low as compared with high discrepancy, indicating that the degree of discrepancy between an individual's actual and expected experience can significantly affect the extent to which color...

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Section: The Influence Of Color On Orthonasal Odor Identificationmentioning

confidence: 99%

An expectations-based approach to explaining the cross-modal influence of color on orthonasal olfactory identification: The influence of the degree of discrepancy

Shankar

Simons²,

Shiv

et al. 2010

Attention, Perception & Psychophysics

View full text Add to dashboard Cite

show abstract

“…On the other hand, other colour-flavour associations we likely pick-up from the supermarket; e.g., see Garber et al, 2008;Shankar et al, 2010). However, even when any one of these colours is applied to non-fruit related products (e.g., to the packaging of a food product), consumers recall that learned association and tend to apply it (as in , study; see also Garber, Hyatt, & Boya, 2008).…”

Section: Discussionmentioning

confidence: 99%

“…However, even when any one of these colours is applied to non-fruit related products (e.g., to the packaging of a food product), consumers recall that learned association and tend to apply it (as in , study; see also Garber, Hyatt, & Boya, 2008).…”

Section: Discussionmentioning

confidence: 99%

“…Each time, the attribute -be it sensory, emotional, or evaluative -appears to have been transferred from the cup to the consumer's evaluation of the drink itself (see Table 8.1 for a summary of findings published to date in this area). It is certainly true that many brands use specific colours in order to symbolize the cacao concentration, or the milk content (e.g., red tends to be associated with sweetness, purple with softness, yellow/white with milk, and black with a high concentration of cacao; see also Garber et al, 2008;Wheatley, 1973). That said, the effect of these colours, present in packaging or on cups, on the flavour of the product has not been explored to date.…”

Section: Introductionmentioning

confidence: 99%

“…According to Hine, consumers perceive packaging colour at three different, and, in practice, interrelated levels: the physiological, the cultural, and the associational. The associational level refers to those packaging colour expectations that have become associated with a brand image or even a product category, through consumers having interacted with it over some extended period of time (see Cheskin & Ward, 1948;Garber, Hyatt, & Boya, 2008;.…”

Section: Introductionmentioning

confidence: 99%

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The Mediating Effects of the Appearance of Nondurable Consumer Goods and Their Packaging on Consumer Behavior

Cited by 31 publications

References 53 publications

An expectations-based approach to explaining the cross-modal influence of color on orthonasal olfactory identification: The influence of the degree of discrepancy

An expectations-based approach to explaining the cross-modal influence of color on orthonasal olfactory identification: The influence of the degree of discrepancy

More than meets the mouth: Assessing the impact of the extrinsic factors on the multisensory perception of food products

Using Surprise and Sensory Incongruity in a Meal

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