探索视觉刺激对味道期望的影响以及拉位置在食品包装中的作用
Kenichi Shibuya1,2,3,4, Mana Miyamoto2,5
1Faculty of Health and Well-being, Kansai University, Sakai, Japan.
PeerJ
|December 9, 2025
概括
产品的图像呈现显著影响了人们对品味的期望. 头食品图像上的可见的拉开标签增加了感知味道,特别是在面对观众时,影响了消费者的感知.
科学领域:
- * 认知心理学 认知心理学
- * 消费者行为
- * 感官科学 感官科学
背景情况:
- * 消费者偏好往往与所描绘物品的易用性有关.
- * 视觉刺激,特别是产品包装,可以影响消费者的期望和感知.
研究的目的:
- * 调查视觉刺激,特别是头食品图像上的拉卡的存在和位置,如何影响味觉期望.
- * 确定通过拉开标签表示的感知易用性是否会影响口味感知.
主要方法:
- * 42名大学生评估了头食品图像的口味预期,使用不同的拉位置 (0°,90°,180°,270°,向下) 和实际的食物图像.
- *使用9点利克尔特尺度,在查看随机图像后立即对口味预期进行评价.
- *统计分析包括线性混合模型和ANOVA (肯沃德-罗杰方法).
主要成果:
- * 与实际食物图像相比,装食品图像的味道预期明显较低 (p < 0.001).
- *拉位置显著影响了头食品的口味预期评级 (p < 0.001).
- * 0°的拉位置 (面向观众) 产生了最高的味道预期评分,而180°的位置 (面向远方) 产生了最低的.
结论:
- *视觉呈现,包括包装设计元素如拉,在塑造口味期望方面发挥着至关重要的作用.
- * 感知到的易用性,通过拉开标签的可见性和定向来信号,直接影响消费者对口味的期望.
- * 调查结果为优化市场营销中的产品呈现提供了洞察力,以提高消费者的感知和偏好.
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