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The taste of seasonal colors : the influence of seasonal color associations in product packaging on taste evaluation, hedonic evaluation and purchase intention of a seasonally themed hot beverage

Willemsen, C.J. (2020) The taste of seasonal colors : the influence of seasonal color associations in product packaging on taste evaluation, hedonic evaluation and purchase intention of a seasonally themed hot beverage.

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Abstract:This study investigates the effect of using seasonal colors in packaging material on taste evaluation, hedonic evaluation and purchase intention of a seasonally themed tea flavor. Data was collected by conducting a taste test experiment in a workplace cafeteria, using three seasonally colored posters and two seasonal tea flavors. Results indicate, contrary to expectations, that congruency between poster color and tea flavor does not lead to the highest scores on taste evaluation, hedonic judgement or purchase intention. Instead, results show that an incongruent mixed poster evokes the highest taste liking, taste intensity and seasonal taste recognition. These results could be ascribed to a ‘surprise effect’ that highlights the unexpected flavors in the tea, making them more prominent. In line with this, the results showed that a (semi)incongruent combination was most often recognized as a seasonal beverage. None of the conditions seemed to have a significant effect on purchase intention or hedonic evaluation. The paper concludes with a thorough discussion about these findings, as well as indications for further research into the effects of (in)congruency in seasonal packaging design.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:https://purl.utwente.nl/essays/83520
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