Velasco Carlos, Wan Xiaoang, Knoeferle Klemens, Zhou Xi, Salgado-Montejo Alejandro, Spence Charles
Crossmodal Research Laboratory, Department of Experimental Psychology, University of Oxford Oxford, UK.
Tsinghua University, Beijing China.
Front Psychol. 2015 Mar 27;6:301. doi: 10.3389/fpsyg.2015.00301. eCollection 2015.
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 labeled with specific flavors. The two experiments reported here document a Stroop-like effect between flavor words and packaging colors. The participants were able to search for packaging flavor labels more rapidly when the color of the packaging was congruent with the flavor label (e.g., red/tomato) than when it was 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.
先前的研究为颜色与味道之间存在多种关联提供了有力支持。在本研究中，我们考察了产品包装颜色与味道标签的一致（相对于不一致）组合是否会促进对带有特定味道标签产品的视觉搜索。这里报告的两项实验证明了味道词汇与包装颜色之间存在类似斯特鲁普效应。当包装颜色与味道标签一致（例如，红色/番茄味）时，参与者搜索包装味道标签的速度比不一致时（例如，黄色/番茄味）更快。此外，当包装颜色不一致时，那些与特定颜色关联更强的味道标签比那些与特定颜色关联较弱的标签产生的反应时间更慢且错误更多（斯特鲁普干扰）。重要的是，搜索效率受到颜色/味道一致性和关联强度的影响。综上所述，这些结果因此凸显了在搜索特定味道标签时颜色一致性和颜色-词汇关联强度的作用。
