Crossmodal associations and subjective ratings of Asian noodles and the impact of the receptacle |
| |
| Affiliation: | 1. Tsinghua University, Beijing, China;2. Crossmodal Research Laboratory, Department of Experimental Psychology, University of Oxford, Oxford, UK;1. Centre des Sciences du Goût et de l''Alimentation, AgroSup Dijon, CNRS, INRAE, Université Bourgogne Franche-Comté, F-21000 Dijon, France;2. Strategir - R&D and Image & Technology departments, F-33000 Bordeaux, France;3. AgroSup Dijon - Service d’Appui à la Recherche, F-21000 Dijon, France;1. School of Psychology and Sport Science, Anglia Ruskin University, United Kingdom;2. Faculty of Food and Bio Technology, University of Zagreb, Croatia;1. Crossmodal Research Laboratory, Department of Experimental Psychology, University of Oxford, Oxford, United Kingdom;2. Department of Psychology, School of Social Sciences, Tsinghua University, Beijing, P.R. China;1. Marketing and Consumer Behaviour Group, Social Sciences Group, Wageningen University, Hollandseweg 1, Wageningen 6706 KN, Netherlands;2. Crossmodal Research Laboratory, Department of Experimental Psychology, University of Oxford, South Parks Road, Oxford OX1 3UD, UK;1. Department of Electronics and Informatics (ETRO), Vrije Universiteit Brussel, Brussels, Belgium;2. Department of Experimental Psychology, KU Leuven, Leuven, Belgium;3. Crossmodal Research Laboratory, Department of Experimental Psychology, Oxford University, Oxford, UK;4. Philips Research Laboratories, Department of Brain, Body & Behavior, Eindhoven, The Netherlands;5. Donders Institute, Radboud University, Department of Biophysics, Nijmegen, The Netherlands |
| |
| Abstract: | We investigated the crossmodal associations that people hold for Asian noodles, and the influence of the plateware/receptacle. Chinese participants viewed online photographs of natural, red, green, and yellow noodles presented in bowls or plates made from ceramic, glass, paper, or stainless steel. In Experiment 1, the participants reported the first taste/flavour that came to mind, and rated their feelings and taste/flavour expectations concerning the noodles. In Experiment 2, the participants had to choose a taste term from a list to indicate the first taste that came to mind, and rated their feelings about the noodles. The results of both experiments revealed that the red noodles tended to be associated with a spicy taste/flavour; whereas the yellow noodles were often associated with a savoury taste/flavour, and rated as looking more familiar and pleasant than either the red or green noodles. The receptacles used to present the noodles did not influence the observed colour-flavour associations. However, the material of the receptacles appeared to interact with the colour of the noodles in terms of influencing people’s subjective ratings of, and taste/flavour expectations concerning, the noodles. These findings therefore demonstrate the complex interactions that can occur between the colour of the product and the type/material of the receptacle on people’s expectations regarding the taste/flavour of Asian noodles in the Asian marketplace. |
| |
| Keywords: | Colour–flavour associations Colour–receptacle–flavour interactions Receptacle Noodle Taste expectations |
| 本文献已被 ScienceDirect 等数据库收录！ |
|
