Served straight up: Effects of verticality cues on taste evaluations and luxury perceptions

Thomas J.L. van Rompay (Corresponding Author), Joris J. van Hoof, Jens Rorink, Marloes Folsche

Research output: Contribution to journalArticleAcademicpeer-review

1 Citation (Scopus)
5 Downloads (Pure)

Abstract

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.

Original languageEnglish
Pages (from-to)72-78
Number of pages7
JournalAppetite
Volume135
Early online date7 Jan 2019
DOIs
Publication statusPublished - 1 Apr 2019

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Cues
Coffee
Taste Perception
Visual Perception
Marketing
Cognition
Economics
Research
Power (Psychology)
Practice (Psychology)
Transfer (Psychology)

Keywords

  • Advertising design
  • Embodied cognition
  • Graphic design
  • Sensation transfer
  • Taste experience
  • Visual communication

Cite this

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title = "Served straight up: Effects of verticality cues on taste evaluations and luxury perceptions",
abstract = "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.",
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Served straight up : Effects of verticality cues on taste evaluations and luxury perceptions. / van Rompay, Thomas J.L. (Corresponding Author); van Hoof, Joris J.; Rorink, Jens; Folsche, Marloes.

In: Appetite, Vol. 135, 01.04.2019, p. 72-78.

Research output: Contribution to journalArticleAcademicpeer-review

TY - JOUR

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T2 - Effects of verticality cues on taste evaluations and luxury perceptions

AU - van Rompay, Thomas J.L.

AU - van Hoof, Joris J.

AU - Rorink, Jens

AU - Folsche, Marloes

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KW - Advertising design

KW - Embodied cognition

KW - Graphic design

KW - Sensation transfer

KW - Taste experience

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