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The Interplay of Color and Context : Understanding Multisensory Influences on Flavor Perception and Hedonic Responses
Imren, B.B. (2025) The Interplay of Color and Context : Understanding Multisensory Influences on Flavor Perception and Hedonic Responses.
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| Abstract: | This study explored the influence of color modality representations on taste perception and hedonic responses. Using theories of multimodal perception, priming, and memory color effects, the study looks at how much visual context affects flavor intensity and liking impressions. Sixty participants were randomly assigned to four separate color modality presentations, which are Ambient Lighting, Sensory Interactive Table (SIT), Tableware, and Food Color conditions. During the experiment, the participants filled out ratings of perceived intensity and liking. While the color modality presentations did not significantly affect the perceived intensity, they significantly influenced the liking scores, with Food Color having a lower satisfaction than the other three color presentations. Yellow was linked to a lower perceived intensity compared to other colors, while it was linked to higher liking scores across the conditions together with the Red color. There was a significant interaction between the color modality presentations and colors in intensity ratings. We considered the baseline comparisons before investigating these results. this means that even before flavor manipulation, these modalities were affecting the taste of the food. The study contributes to multisensory research and might have practical implications for dining environments and consumer behavior strategies aimed at enhancing sustainable and appealing eating experiences. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 77 psychology |
| Programme: | Psychology MSc (66604) |
| Link to this item: | https://purl.utwente.nl/essays/106417 |
| Export this item as: | BibTeX EndNote HTML Citation Reference Manager |
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