Exploring implicit and explicit crossmodal colour-flavour correspondences in product packaging
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...
| Main Authors: | , , |
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| Format: | Journal article |
| Language: | English |
| Published: |
2012
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