Visual merchandising of pastries in foodscapes: The influence of plate colours on consumers’ flavour expectations and perceptions

Kpossa, Monyédodo Régis and Erhard Lick

Journal of Retailing and Consumer Services, 2020, vol. 52, issue C

Abstract: The aim of our research is to find out how pastries should be visually merchandised in retail environments most effectively. In particular, we want to answer the question whether the colour of the surface (black vs. white) against which pastries are presented influences consumers’ expectations (sensory and hedonic), i.e., before tasting (stage 1) and perceptions (sensory and hedonic), i.e., after tasting (stage 2). In addition, we seek to detect any differences in sensory and hedonic evaluations as well as purchase intentions between stage 1 and stage 2.

Keywords: Visual merchandising; Pastries; Sensory marketing; Crossmodal correspondences; Background colour; Flavour (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:52:y:2020:i:c:s0969698918306799

DOI: 10.1016/j.jretconser.2018.10.001

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