 From brain variations to individual differences in the color–flavor incongruency effect: A combined virtual reality and resting-state fMRI studyJianping Huang, Ping Zhao and Xiaoang Wan Journal of Business Research, 2021, vol. 123, issue C, 604-612 Abstract: When consumers are searching for a packaged food with a certain flavor label, they are slower and less accurate when the target’s packaging color and flavor label are incongruent than when they are congruent. Here, we conducted a combined virtual reality (VR) and resting-state fMRI study to investigate the spontaneous neural basis of individual differences in this color–flavor incongruency effect. Our results revealed a positive correlation between the behavioral effect and the local synchronization for the left fusiform, a brain area associated with the retrieval of color information. The results also revealed a positive correlation between this behavioral effect and the intrinsic neural interactions between the left fusiform and the left putamen, a brain area associated with the processing of expectation. These findings revealed the role of expectation violation in in-store product searches. The potential implications of these findings for packaging design in the food industry are discussed. Keywords: Expectation; Congruency; Packaging; Virtual reality; Resting-state functional connectivity (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:123:y:2021:i:c:p:604-612 DOI: 10.1016/j.jbusres.2020.10.031 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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