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Crossmodal correspondences in product packaging. Assessing color-flavor correspondences for potato chips (crisps)

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Crossmodal correspondences in product packaging. Assessing color-flavor correspondences for potato chips (crisps)

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dc.contributor.author Piqueras Fiszman, Betina es_ES
dc.contributor.author Spence, Charles es_ES
dc.date.accessioned 2018-02-24T05:06:43Z
dc.date.available 2018-02-24T05:06:43Z
dc.date.issued 2011 es_ES
dc.identifier.issn 0195-6663 es_ES
dc.identifier.uri http://hdl.handle.net/10251/98405
dc.description.abstract [EN] We report a study designed to investigate consumers' crossmodal associations between the color of packaging and flavor varieties in crisps (potato chips). This product category was chosen because of the long-established but conflicting color-flavor conventions that exist for the salt and vinegar and cheese and onion flavor varieties in the UK. The use of both implicit and explicit measures of this crossmodal association revealed that consumers responded more slowly, and made more errors, when they had to pair the color and flavor that they implicitly thought of as being "incongruent" with the same response key. Furthermore, clustering consumers by the brand that they normally purchased revealed that the main reason why this pattern of results was observed could be their differing acquaintance with one brand versus another. In addition, when participants tried the two types of crisps from "congruently" and "incongruently" colored packets, some were unable to guess the flavor correctly in the latter case. These strong crossmodal associations did not have a significant effect on participants' hedonic appraisal of the crisps, but did arouse confusion. These results are relevant in terms of R&D, since ascertaining the appropriate color of the packaging across flavor varieties ought normally to help achieve immediate product recognition and consumer satisfaction. © 2011 Elsevier Ltd. es_ES
dc.description.sponsorship Thanks to the Ministerio de Educacion (Spain) and the UPV for the scholarships awarded to Betina Piqueras-Fiszman. Thanks also to Cesare Parise for his collaboration with the programming. en_EN
dc.language Inglés es_ES
dc.publisher ACADEMIC PRESS LTD- ELSEVIER SCIENCE LTD es_ES
dc.relation.ispartof Appetite es_ES
dc.rights Reserva de todos los derechos es_ES
dc.subject Congruency es_ES
dc.subject Consumer behavior es_ES
dc.subject Crossmodal correspondences es_ES
dc.subject Expectation es_ES
dc.subject Flavor perception es_ES
dc.subject Implicit Association Test (IAT) es_ES
dc.subject Packaging color es_ES
dc.subject Adult es_ES
dc.subject Aged es_ES
dc.subject Article es_ES
dc.subject Association es_ES
dc.subject Color es_ES
dc.subject Consumer attitude es_ES
dc.subject Crossmodal association es_ES
dc.subject Female es_ES
dc.subject Flavor es_ES
dc.subject Food packaging es_ES
dc.subject Food preference es_ES
dc.subject Human es_ES
dc.subject Human experiment es_ES
dc.subject Male es_ES
dc.subject Potato es_ES
dc.subject Adolescent es_ES
dc.subject Cheese es_ES
dc.subject Cluster Analysis es_ES
dc.subject Consumer Satisfaction es_ES
dc.subject Food es_ES
dc.subject Humans es_ES
dc.subject Middle Aged es_ES
dc.subject Onions es_ES
dc.subject Solanum tuberosum es_ES
dc.subject Taste es_ES
dc.subject Young Adult es_ES
dc.subject.classification PROYECTOS DE INGENIERIA es_ES
dc.title Crossmodal correspondences in product packaging. Assessing color-flavor correspondences for potato chips (crisps) es_ES
dc.type Artículo es_ES
dc.identifier.doi 10.1016/j.appet.2011.07.012 es_ES
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.; Spence, C. (2011). Crossmodal correspondences in product packaging. Assessing color-flavor correspondences for potato chips (crisps). Appetite. 57(3):753-757. doi:10.1016/j.appet.2011.07.012 es_ES
dc.description.accrualMethod S es_ES
dc.relation.publisherversion https://doi.org/10.1016/j.appet.2011.07.012 es_ES
dc.description.upvformatpinicio 753 es_ES
dc.description.upvformatpfin 757 es_ES
dc.type.version info:eu-repo/semantics/publishedVersion es_ES
dc.description.volume 57 es_ES
dc.description.issue 3 es_ES
dc.relation.pasarela S\206687 es_ES
dc.contributor.funder Ministerio de Educación
dc.contributor.funder Universitat Politècnica de València


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