Exploring the impact of visual stimuli on taste expectations and the role of pull-tab position in food packaging

Preference for an image is often associated with the perceived ease of use of the depicted object.

This study investigated the impact of visual stimuli on taste expectations, focusing on the presentation of food in images. Specifically, it explored how the presence of a pull-tab-perceived by participants as a tool that makes the product easy to use or open-influences these expectations.

A sample of 42 right-handed university students (30 women, 12 men; mean age = 20.4 years) evaluated perceived taste expectations of food presented under different conditions using a 9-point Likert scale. The conditions included images of canned food ("Can condition") with varying pull-tab positions (0°, 90°, 180°, 270°, and Down), as well as images of actual food ("Pineapple condition"). Each participant was shown 12 images per trial in a randomized order and rated their taste expectations immediately after viewing each image. Statistical analyses were conducted using linear mixed models and ANOVA using the Kenward-Roger method.

Taste expectations were significantly lower in the Can condition compared with the Pineapple condition (mean difference = 3.14, SE = 0.23, p < 0.001). Within the Can condition, pull-tab positions had a significant effect on taste expectation ratings (F = 116.94, p < 0.001). The 0° position (pull-tab facing the viewer) received the highest rating (M = 4.87, SD = 1.86), while the 180° position (pull-tab facing away) received the lowest (M = 3.95, SD = 1.73).

These findings underscore the complex relationship between visual presentation and taste expectations, providing valuable insights for optimizing product presentation in marketing strategies.