The Effects of Advertising Copy on Sensory Thoughts and Perceived Taste

Ryan S. Elder and Aradhna Krishna

Journal of Consumer Research, 2010, vol. 36, issue 5, 748-756

Abstract: We propose that advertisement (ad) content for food products can affect taste perception by affecting sensory cognitions. Specifically, we show that multisensory ads result in higher taste perceptions than ads focusing on taste alone, with this result being mediated by the excess of positive over negative sensory thoughts. Since the ad effect is thoughts-driven or cognitive, restricting cognitive resources (imposing cognitive load) attenuates the enhancing effect of the multiple-sense ad. Our results are exhibited across three experiments and have many implications for cognition and sensory perception research within consumer behavior, as well as several practical implications. (c) 2009 by JOURNAL OF CONSUMER RESEARCH, Inc..

Date: 2010
References: Add references at CitEc
Citations: View citations in EconPapers (32)

Downloads: (external link)
http://dx.doi.org/10.1086/605327 link to full text (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:36:y:2010:i:5:p:748-756

Access Statistics for this article

Journal of Consumer Research is currently edited by Bernd Schmitt, June Cotte, Markus Giesler, Andrew Stephen and Stacy Wood

More articles in Journal of Consumer Research from Journal of Consumer Research Inc.
Bibliographic data for series maintained by ().