Priming maakt rauwe bonen zoet: invloed van associatiepriming op smaakperceptie

Kroeze, J. (2011) Priming maakt rauwe bonen zoet: invloed van associatiepriming op smaakperceptie.

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Abstract:Recent research demonstrates that taste perception is not only a bottom-up process, but also a top-down process. Information that is available during the taste experience (e.g., a product description) affects taste perceptions through associations. Empirical research shows that associations not only influence behaviour, but may also have an impact on taste perception. This assumption is examined in the present studies. Two experiments have primed an association with a visual prime that is not product related. The results of the studies show that the sensitivity to specific tastes can be enhanced by a non-product-related taste association, which is offered by a visual prime. Experiment 1 shows that people who read a story about the band Sweet are more sensitive to the sweet taste. The results of experiment 2 show that this effect also occurs with a newly learned association between an image and sweet. The influence of associations on the taste perception is important for manufacturers or caterers. For example, it is important that the product description and the type of packaging are consistent with the taste of the product. The fact that newly learned associations also influence taste perception affords a practical implication. A manufacturer can create a newly learned association between its logo or trademark and a desired association. Through this association, the manufacturer may influence the taste perception of consumers.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:77 psychology
Programme:Psychology BSc (56604)
Link to this item:http://purl.utwente.nl/essays/61220
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