Reducing sweetness expectation in milk tea by crossmodal visuo-auditory interaction
Xin Lin1, Yujia Liu2, Jianping Huang3
1Department of Psychology, Soochow University, Suzhou, 215123, China; Department of Applied Psychology, Fuzhou University, Fuzhou, 350108, China.
Appetite
|October 27, 2023
Summary
Music and packaging color significantly impact milk tea sweetness perception. Positive or neutral cues enhance sweetness expectations, while congruent audio-visual emotional valence deepens perceived sweetness.
Area of Science:
- Sensory Science
- Crossmodal Perception
- Consumer Behavior
Background:
- Crossmodal effects, particularly music and color, influence flavor perception and emotions.
- Limited research exists on audio-visual interactions affecting sweetness expectations and perceptions.
Purpose of the Study:
- To investigate the crossmodal influence of music and packaging color valence on sweetness expectation and perception of milk tea.
- To explore how congruent and incongruent audio-visual emotional cues affect sweetness evaluation.
Main Methods:
- Two experiments were conducted using milk tea as the product.
- Emotional valence of background music (positive vs. negative) and packaging color (positive, neutral, negative) were manipulated.
- Participants' sweetness expectations and perceptions were measured.
Main Results:
- Positive music increased sweetness expectations and perceptions with neutral packaging.
- Positive or neutral packaging colors led to higher sweetness expectations, regardless of music.
- Sweetness perception was influenced by the congruence of music and packaging color valence.
Conclusions:
- The valence of music and packaging color exert crossmodal influences on milk tea evaluation, differing between expectation and perception.
- Findings offer implications for healthy eating strategies and marketing applications by leveraging audio-visual cues.
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