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Exploring implicit and explicit crossmodal colour–flavour correspondences in product packaging

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Exploring implicit and explicit crossmodal colour–flavour correspondences in product packaging

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dc.contributor.author Piqueras Fiszman, Betina es_ES
dc.contributor.author Velasco, Carlos es_ES
dc.contributor.author Spence, Charles es_ES
dc.date.accessioned 2016-07-14T12:17:49Z
dc.date.available 2016-07-14T12:17:49Z
dc.date.issued 2012-09
dc.identifier.issn 0950-3293
dc.identifier.uri http://hdl.handle.net/10251/67604
dc.description.abstract We report a study designed to investigate consumers' crossmodal associations between the colour of product packaging and flavour varieties in crisps (potato chips) among Colombian and British consumers, using two methods. In a modified version of the Implicit Association Test (IAT), the stimuli consisted of green and blue coloured packets and the flavours normally paired with these colours for a certain brand in the UK and Colombia. In an explicit word (colour) association task, unbranded, grayscale packets with three new flavours were shown instead. The results obtained from both tasks revealed two main kinds of associations between the colour of the packaging and flavour types: (1) A learned association through a conventional pairing attributable to a specific brand, and (2) an association between a flavour and its potential packaging colour, based on the colour of the primary named ingredients. In addition, when comparing associative patterns documented in the two countries, no specific cultural differences were found. The techniques used here and the results reported are relevant for R&D since they contribute to the existing knowledge on colour associations and raise questions regarding their origin. © 2012 Elsevier Ltd. es_ES
dc.description.sponsorship The authors would like to thank the Ministry of Education for the PhD scholarship awarded to Betina Piqueras-Fiszman, and acknowledge Alejandro Salgado-Montejo for his contribution to data collection in Colombia, Thierry Worch for his contribution to the statistical analysis, and the reviewers for their very valuable comments on an earlier draft of this manuscript. en_EN
dc.language Inglés es_ES
dc.publisher Elsevier es_ES
dc.relation Ministry of Education es_ES
dc.relation.ispartof Food Quality and Preference es_ES
dc.rights Reserva de todos los derechos es_ES
dc.subject Congruency es_ES
dc.subject Crossmodal correspondences es_ES
dc.subject Flavor es_ES
dc.subject Implicit Association Test (IAT) es_ES
dc.subject Packaging colour es_ES
dc.subject Word association es_ES
dc.subject Solanum tuberosum es_ES
dc.subject.classification PROYECTOS DE INGENIERIA es_ES
dc.title Exploring implicit and explicit crossmodal colour–flavour correspondences in product packaging es_ES
dc.type Artículo es_ES
dc.identifier.doi 10.1016/j.foodqual.2012.02.010
dc.rights.accessRights Cerrado es_ES
dc.contributor.affiliation Universitat Politècnica de València. Departamento de Proyectos de Ingeniería - Departament de Projectes d'Enginyeria es_ES
dc.description.bibliographicCitation Piqueras Fiszman, B.; Velasco, C.; Spence, C. (2012). Exploring implicit and explicit crossmodal colour–flavour correspondences in product packaging. Food Quality and Preference. 25(2):148-155. doi:10.1016/j.foodqual.2012.02.010 es_ES
dc.description.accrualMethod S es_ES
dc.relation.publisherversion http://dx.doi.org/10.1016/j.foodqual.2012.02.010 es_ES
dc.description.upvformatpinicio 148 es_ES
dc.description.upvformatpfin 155 es_ES
dc.type.version info:eu-repo/semantics/publishedVersion es_ES
dc.description.volume 25 es_ES
dc.description.issue 2 es_ES
dc.relation.senia 217347 es_ES


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