Crossmodal correspondences between typefaces and food preferences drive congruent choices but not among young consumers

Crossmodal correspondences have been increasingly reported in recent scholarship, and pitch–taste associations have been observed. People consistently associate high-pitched vocal tones with sweet/sour foods, while low-pitched tones tend to be associated with bitter foods. The human voice is key in broadcast advertising, and the role of voice in communication generally is partly characterized by acoustic parameters of pitch. However, it remains unknown whether voice pitch and other senses relevant to product attributes (e.g., taste) interactively influence consumer behavior. Since congruent sensory information is desirable, it is plausible that voice pitch and taste interactively guide consumers’ responses to advertising. Based on the crossmodal correspondence phenomenon, this study aimed to elucidate the role played by voice pitch/taste correspondences in advertising effectiveness. Participants listened to voiceover advertisements (at a high or low pitch) for three food products with distinct tastes (sweet, sour, and bitter) and rated their buying intention (an indicator of advertising effectiveness). The results show that the participants were likely to exhibit greater buying intention toward both sweet and sour food when they listened to high-pitched (vs. low-pitched) voiceover advertisements. The effects for sweet food occurred when the vocal pitch was considerably high (Studies 2 and 3), but not when pitch was only moderately high (Study 1). The influence of high pitch on sour food preferences was somewhat inconsistent. These findings emphasize the role that voice pitch/taste correspondence plays in preference formation, and advance the applicability of crossmodal correspondences to business.

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The Role of the Ecological Awareness and the Influence on Food Preferences in Shaping Pro-Ecological Behavior of Young Consumers

Agriculture ◽

10.3390/agriculture11040345 ◽

2021 ◽

Vol 11 (4) ◽

pp. 345

Author(s):

Bogdan Wierzbiński ◽

Tomasz Surmacz ◽

Wiesława Kuźniar ◽

Lucyna Witek

Keyword(s):

Latent Variables ◽

Environmental Awareness ◽

Hidden Variables ◽

Food Preferences ◽

Equation Modeling ◽

Ecological Awareness ◽

Young Consumers ◽

The Subject ◽

Ecological Behavior

Pro-ecological behavior of consumers on the food market is conditioned by many factors, among which the literature on the subject particularly indicates, is high environmental awareness. Among other factors, the influence of social groups is also emphasized, in relation to young consumers; these are mainly peers and friends, which was confirmed by the authors’ research. The aim of the research was to identify the role of ecological awareness and influence on the food purchasing habits of young consumers in shaping their pro-ecological behavior. Based on the literature on the subject, structural equation modeling (SEM) was used to analyze the empirical material, reducing the number of dimensions through the use of factor analysis. Analyzing the collected material, the authors proposed three latent variables—ecological awareness (EA), impact on food preferences (IFP), and ecological behavior (EB). Hidden variables were defined by explicit variables, and the whole was characterized in the light of the literature. The research results indicated that there are significant correlations between all latent variables, however the strongest one could be observed between EA and EB. This proves that the ecological behavior of young consumers is strongly determined by their environmental awareness.

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When persuasive intent and product’s healthiness make a difference for young consumers

Young Consumers Insight and Ideas for Responsible Marketers ◽

10.1108/yc-08-2017-00729 ◽

2018 ◽

Vol 19 (1) ◽

pp. 38-54

Author(s):

Liudmila Tarabashkina ◽

Pascale Quester ◽

Olga Tarabashkina ◽

Michael Proksch

Keyword(s):

Decision Making ◽

Design Methodology ◽

Food Preferences ◽

Food Choices ◽

Complex Interaction ◽

Future Research ◽

Content Type ◽

Young Consumers ◽

Healthy Participants

PurposeThis study aims to fill in the above-mentioned gap by looking at both children’s understanding of advertising and product cues during decision-making. Currently, it is assumed that understanding of advertisements’ persuasive intent represents the sole factor that children consider during decision-making, which overlooks the role of intrinsic product cues (taste or healthiness) and more complex interaction between the latter and the perceived persuasive intent.Design/methodology/approachAn experiment with children (of ages 7-13 years) and a survey of their parents were carried out.FindingsWhen exposed to an advertisement, children exhibited less favorable food preferences when they grasped the advertisement’s intended persuasive intent and evaluated the product as less healthy. Participants who did not believe that the advertisement aimed to influence them and rated the product as healthy, exhibited more favorable intention to consume the advertised snack.Research limitations/implicationsThis study shows that persuasive intent and healthiness product cues are used simultaneously by young consumers and need to be considered in future research to provide more in-depth understanding of children’s decision-making.Originality/valueThe findings highlight the importance of previously overlooked intrinsic product cues and the need to consider both persuasive intent and product cue evaluations to better understand why children may exhibit less healthy food choices.

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Dispositional Properties of Metaphor

Journal of Individual Differences ◽

10.1027/1614-0001/a000234 ◽

2017 ◽

Vol 38 (3) ◽

pp. 175-188 ◽

Cited By ~ 4

Author(s):

Adam K. Fetterman ◽

Brian P. Meier ◽

Michael D. Robinson

Keyword(s):

Positive Affect ◽

Food Preferences ◽

Self Control ◽

Taste Preferences ◽

Conceptual Metaphor Theory ◽

Prosocial Motivation ◽

Sweet Food ◽

Metaphor Theory ◽

Sweet Foods ◽

Dispositional Properties

Abstract. Metaphors often characterize prosocial actions and people as sweet. Three studies sought to explore whether conceptual metaphors of this type can provide insights into the prosocial trait of agreeableness and into daily life prosociality. Study 1 (n = 698) examined relationships between agreeableness and food taste preferences. Studies 2 (n = 66) and 3 (n = 132) utilized daily diary protocols. In Study 1, more agreeable people liked sweet foods to a greater extent. In Study 2, greater sweet food preferences predicted a stronger positive relationship between daily prosocial behaviors and positive affect, a pattern consistent with prosocial motivation. Finally, Study 3 found that daily prosocial feelings and behaviors varied positively with sweet food consumption in a manner that could not be ascribed to positive affect or self-control. Altogether, the findings encourage further efforts to extend conceptual metaphor theory to the domain of personality processes, in part by building on balance-related ideas.

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Macho Nachos

Social Psychology ◽

10.1027/1864-9335/a000226 ◽

2015 ◽

Vol 46 (4) ◽

pp. 182-196 ◽

Cited By ~ 12

Author(s):

Luke (Lei) Zhu ◽

Victoria L. Brescoll ◽

George E. Newman ◽

Eric Luis Uhlmann

Keyword(s):

Gender Stereotypes ◽

Food Packaging ◽

Food Preferences ◽

Healthy Food ◽

Psychological Reactance ◽

Unhealthy Food ◽

Healthy Foods ◽

Gender Schema ◽

Male And Female ◽

Schema Congruity

Abstract. The present studies examine how culturally held stereotypes about gender (that women eat more healthfully than men) implicitly influence food preferences. In Study 1, priming masculinity led both male and female participants to prefer unhealthy foods, while priming femininity led both male and female participants to prefer healthy foods. Study 2 extended these effects to gendered food packaging. When the packaging and healthiness of the food were gender schema congruent (i.e., feminine packaging for a healthy food, masculine packaging for an unhealthy food) both male and female participants rated the product as more attractive, said that they would be more likely to purchase it, and even rated it as tasting better compared to when the product was stereotype incongruent. In Study 3, packaging that explicitly appealed to gender stereotypes (“The muffin for real men”) reversed the schema congruity effect, but only among participants who scored high in psychological reactance.

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