University of Twente, the Netherlands.
University of Twente, the Netherlands.
Appetite. 2019 Apr 1;135:72-78. doi: 10.1016/j.appet.2019.01.002. Epub 2019 Jan 7.
Based on the embodied cognition framework and research addressing transfer effects between visual perception and taste, the point of departure for this study is the widespread association between vertical orientation and connotations related to luxury and (economic) power. Specifically, this study tests whether vertical orientation not only affects impressions of product luxury, but also influences actual taste evaluations, including perceptions of taste strength (intensity) and taste liking. Results confirm these predictions by showing that participants in a Dutch coffee house gave higher ratings on these constructs when they were exposed to an ad display depicting vertically-oriented rather than horizontally-oriented visual cues during a coffee sample test. Findings furthermore stress the influence of design cues as opposed to more traditional product claims. Implications for marketing and design practice are discussed.
基于具身认知框架以及关于视觉感知和味觉之间迁移效应的研究，本研究的出发点是垂直方向与奢侈品和（经济）权力相关内涵之间的普遍联系。具体来说，本研究检验了垂直方向不仅会影响产品豪华感的印象，还会影响实际的味觉评价，包括对味道强度（烈度）和味道喜好的感知。研究结果证实了这些预测，即当参与者在咖啡样品测试期间接触到广告展示，其中显示垂直方向而不是水平方向的视觉提示时，他们会对这些结构给出更高的评价。研究结果进一步强调了设计线索而不是更传统的产品主张的影响。本文讨论了对营销和设计实践的启示。
