University of Twente Student Theses


Tasting with the hands : tactile influences of product packaging on food perceptions

Finger, Friederike (2016) Tasting with the hands : tactile influences of product packaging on food perceptions.

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Abstract:Tactile stimuli are important in the decision-making process of consumers when it comes to products. Furthermore, recent studies have found that congruence between product properties can lead to favorable attitudes towards that product. Another factor that is important is taste description, which should also be congruent with the product. The study uses a 2 (coffee vs. hot chocolate) x 2 (angular surface vs. round surface) x 2 (taste description strong vs. taste description soft) experimental design. Tactile influences are examined for two different tastes: bitter (coffee) and sweet (hot chocolate). The dependent variables used in this study are perceived taste, product taste liking, product experience and purchase intention. 3D printed cups with angular and round surfaces were created. In a pretest the words "strong" and "soft" were chosen as taste descriptions. A total of 160 respondents divided into 8 conditions participated in the study. It was found that angular surfaces lead to higher perceived bitterness and stronger taste, whereas round surfaces lead to higher perceived sweetness and milder taste. Furthermore, congruent pairings of drinks and tactile stimuli resulted in more favorable outcomes. Congruence was also found to be important with regard to taste descriptions.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies, 70 social sciences in general
Programme:Communication Studies MSc (60713)
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