Searching for flavor labels in food products: The influence of color-flavor congruence and association strength
Prior research provides robust support for the existence of a number of associations between colors and flavors. In the present study, we examined whether congruent (vs. incongruent) combinations of product packaging colors and flavor labels would facilitate visual search for products labelled with...
| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2015-03-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | http://journal.frontiersin.org/Journal/10.3389/fpsyg.2015.00301/full |
| _version_ | 1811277742701805568 |
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| author | Carlos eVelasco Xiaoang eWan Klemens eKnoeferle Xi eZhou Alejandro eSalgado-Montejo Charles eSpence |
| author_facet | Carlos eVelasco Xiaoang eWan Klemens eKnoeferle Xi eZhou Alejandro eSalgado-Montejo Charles eSpence |
| author_sort | Carlos eVelasco |
| collection | DOAJ |
| description | Prior research provides robust support for the existence of a number of associations between colors and flavors. In the present study, we examined whether congruent (vs. incongruent) combinations of product packaging colors and flavor labels would facilitate visual search for products labelled with specific flavors in a Stroop-like manner. Across two experiments, a Stroop-like effect between flavor words and packaging colors is documented and we demonstrate that people are able to search for packaging flavor labels more rapidly when the color of the packaging is congruent with the flavor label (e.g., red/tomato) than when it is incongruent (e.g., yellow/tomato). In addition, when the packaging color was incongruent, those flavor labels that were more strongly associated with a specific color yielded slower reaction times and more errors (Stroop interference) than those that were less strongly tied to a specific color. Importantly, search efficiency was affected both by color/flavor congruence and association strength. Taken together, these results therefore highlight the role of color congruence and color-word association strength when it comes to searching for specific flavor labels. |
| first_indexed | 2024-04-13T00:22:10Z |
| format | Article |
| id | doaj.art-64d7e0f7388a451886c5ff8d7579aa54 |
| institution | Directory Open Access Journal |
| issn | 1664-1078 |
| language | English |
| last_indexed | 2024-04-13T00:22:10Z |
| publishDate | 2015-03-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Psychology |
| spelling | doaj.art-64d7e0f7388a451886c5ff8d7579aa542022-12-22T03:10:44ZengFrontiers Media S.A.Frontiers in Psychology1664-10782015-03-01610.3389/fpsyg.2015.00301133318Searching for flavor labels in food products: The influence of color-flavor congruence and association strengthCarlos eVelasco0Xiaoang eWan1Klemens eKnoeferle2Xi eZhou3Alejandro eSalgado-Montejo4Charles eSpence5University of OxfordTsinghua UniversityBI Norwegian Business SchoolTsinghua UniversityUniversity of OxfordUniversity of OxfordPrior research provides robust support for the existence of a number of associations between colors and flavors. In the present study, we examined whether congruent (vs. incongruent) combinations of product packaging colors and flavor labels would facilitate visual search for products labelled with specific flavors in a Stroop-like manner. Across two experiments, a Stroop-like effect between flavor words and packaging colors is documented and we demonstrate that people are able to search for packaging flavor labels more rapidly when the color of the packaging is congruent with the flavor label (e.g., red/tomato) than when it is incongruent (e.g., yellow/tomato). In addition, when the packaging color was incongruent, those flavor labels that were more strongly associated with a specific color yielded slower reaction times and more errors (Stroop interference) than those that were less strongly tied to a specific color. Importantly, search efficiency was affected both by color/flavor congruence and association strength. Taken together, these results therefore highlight the role of color congruence and color-word association strength when it comes to searching for specific flavor labels.http://journal.frontiersin.org/Journal/10.3389/fpsyg.2015.00301/fullClassificationColorvisual searchcongruenceFlavor words |
| spellingShingle | Carlos eVelasco Xiaoang eWan Klemens eKnoeferle Xi eZhou Alejandro eSalgado-Montejo Charles eSpence Searching for flavor labels in food products: The influence of color-flavor congruence and association strength Frontiers in Psychology Classification Color visual search congruence Flavor words |
| title | Searching for flavor labels in food products: The influence of color-flavor congruence and association strength |
| title_full | Searching for flavor labels in food products: The influence of color-flavor congruence and association strength |
| title_fullStr | Searching for flavor labels in food products: The influence of color-flavor congruence and association strength |
| title_full_unstemmed | Searching for flavor labels in food products: The influence of color-flavor congruence and association strength |
| title_short | Searching for flavor labels in food products: The influence of color-flavor congruence and association strength |
| title_sort | searching for flavor labels in food products the influence of color flavor congruence and association strength |
| topic | Classification Color visual search congruence Flavor words |
| url | http://journal.frontiersin.org/Journal/10.3389/fpsyg.2015.00301/full |
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