Full-Bodied Taste: On the Embodied Origins of Product Perception and Sensory Evaluation

Thomas J. L. Rompay () and Bob M. Fennis
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Thomas J. L. Rompay: University of Twente
Bob M. Fennis: University of Groningen

Chapter 7 in Multisensory Packaging, 2019, pp 163-190 from Springer

Abstract: Abstract Packaging design is not only an indispensable marketing tool but also an important vehicle for shaping sensory evaluations and for nudging healthy food choices. However, insights specifying how the ‘look and feel’ properties of product packaging design influence evaluations and sensory impressions such as taste and smell are lacking, thus thwarting informed decision-making regarding the selection of the most appropriate design elements. The aim of the present chapter is therefore to demonstrate how an embodied perspective can account for effects of design variables on consumer evaluations. Specifically, the influence of design variables relating to (1) packaging shape, (2) graphic layout and composition, and (3) tactile packaging properties is discussed in light of recent studies based on the embodied cognition framework. In doing so, moderators of design influences pertaining to the consumer and the environmental context are discussed. Furthermore, as packaging designs always comprise a multitude of design factors, we elaborate on their interplay and on how (mis)matches between expectations generated by packaging design and sensory impressions on experiencing the product can influence information processing and evaluation. Finally, we discuss avenues for future product development, research, and design for behaviour change initiatives.

Keywords: Embodiment; Packaging design; Multisensory food experience; Consumer cognition; Symbolic meaning (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-319-94977-2_7

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DOI: 10.1007/978-3-319-94977-2_7

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