spot_img
spot_img
spot_img
HomeInsightsWhat colour do you feel? Cross-modal interactions between colour and food texture

What colour do you feel? Cross-modal interactions between colour and food texture

Authors: Liem Ngo

Description
This research explores the cross-modal interaction between colour and perceived texture, and links its influence with standard marketing metrics. In line with our expectation, we find that colour interacts with actual texture to affect an individual’s overall perception of texture. Specifically, we show that changing hue from red to blue dampens the perception of particular types of texture. Further analysis of the effects of colour on marketing metrics shows that the effect on pleasure and intention to purchase is mediated by the cross-modal perceptions of texture. These results contribute to emerging marketing literature on crossmodal sensory interactions and consumer behaviour.

RELATED ARTICLES

Weather

Australia
clear sky
29.2 ° C
29.2 °
29.2 °
35 %
5.8kmh
0 %
Wed
40 °
Thu
42 °
Fri
41 °
Sat
36 °
Sun
38 °

CALENDAR

LATEST NEWS

Rõ biết 251

Rõ biết 250

Rõ biết 249

spot_img

About Me

Quick Links

Stay connected

16,985FansLike
2,458FollowersFollow
61,453SubscribersSubscribe