Featured Research

from universities, journals, and other organizations

Taste Sensation: Ads Work Better If All Senses Are Involved

Date:
July 22, 2009
Source:
University of Chicago Press Journals
Summary:
Corporations spend billions of dollars each year on food advertising. For example, Kraft Foods, PepsiCo, and McDonald's each spent more than $1 billion in advertising in 2007. A new study suggests those advertisers are missing out if their ads only mention taste and ignore our other senses.

Corporations spend billions of dollars each year on food advertising. For example, Kraft Foods, PepsiCo, and McDonald's each spent more than $1 billion in advertising in 2007. A new study in the Journal of Consumer Research suggests those advertisers are missing out if their ads only mention taste and ignore our other senses.

Related Articles


Naturally, most food ads mention the taste of the food being marketed. But authors Ryan S. Elder and Aradhna Krishna (both University of Michigan) demonstrate that tapping into our other senses can actually increase consumers' taste perceptions.

"Because taste is generated from multiple senses (smell, texture, sight, and sound), ads mentioning these senses will have a significant impact on taste over ads mentioning taste alone," write the authors.

In the experiments, participants were randomly assigned to view one of two ads. One ad was designed to appeal to multiple senses (for example, a tagline for a chewing gum read "stimulate your senses"), while the other ad mentioned taste alone ("long-lasting flavor"). After sampling the gum, the participants listed thoughts they had regarding the item and then rated the overall taste.

"The multiple-sense ad led to more positive sensory thoughts, which then led to higher taste perception than the single-sense ad," the authors write. "The differences in thoughts were shown to drive the differences in taste." The results were repeated with potato chips and popcorn.

The authors believe their research can help advertisers reword ad copy to lead to significant differences in taste. "These results are of great value not only to food advertisers, but also to restaurants, as the descriptions contained within menus can actually alter the taste experience," the authors write. "Further, companies can implement the findings into product packaging information to alter the taste of products consumed in the home. In an increasingly competitive marketplace, ensuring positive consumption experiences is critical to success."


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. Ryan S. Elder and Aradhna Krishna. The Effects of Advertising Copy on Sensory Thoughts and Perceived Taste. Journal of Consumer Research, February 2010 (published online June 25, 2009)

Cite This Page:

University of Chicago Press Journals. "Taste Sensation: Ads Work Better If All Senses Are Involved." ScienceDaily. ScienceDaily, 22 July 2009. <www.sciencedaily.com/releases/2009/07/090720190735.htm>.
University of Chicago Press Journals. (2009, July 22). Taste Sensation: Ads Work Better If All Senses Are Involved. ScienceDaily. Retrieved April 19, 2015 from www.sciencedaily.com/releases/2009/07/090720190735.htm
University of Chicago Press Journals. "Taste Sensation: Ads Work Better If All Senses Are Involved." ScienceDaily. www.sciencedaily.com/releases/2009/07/090720190735.htm (accessed April 19, 2015).

Share This


More From ScienceDaily



More Mind & Brain News

Sunday, April 19, 2015

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Our Love Of Puppy Dog Eyes Explained By Science

Our Love Of Puppy Dog Eyes Explained By Science

Newsy (Apr. 17, 2015) Researchers found a spike in oxytocin occurs in both humans and dogs when they gaze into each other&apos;s eyes. Video provided by Newsy
Powered by NewsLook.com
Scientists Find Link Between Gestational Diabetes And Autism

Scientists Find Link Between Gestational Diabetes And Autism

Newsy (Apr. 17, 2015) Researchers who analyzed data from over 300,000 kids and their mothers say they&apos;ve found a link between gestational diabetes and autism. Video provided by Newsy
Powered by NewsLook.com
Video Messages Help Reassure Dementia Patients

Video Messages Help Reassure Dementia Patients

AP (Apr. 17, 2015) Family members are prerecording messages as part of a unique pilot program at the Hebrew Home in New York. The videos are trying to help victims of Alzheimer&apos;s disease and other forms of dementia break through the morning fog of forgetfulness. (April 17) Video provided by AP
Powered by NewsLook.com
Common Pain Reliever Might Dull Your Emotions

Common Pain Reliever Might Dull Your Emotions

Newsy (Apr. 16, 2015) Each week, millions of Americans take acetaminophen to dull minor aches and pains. Now researchers say it might blunt life&apos;s highs and lows, too. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:

Strange & Offbeat Stories


Health & Medicine

Mind & Brain

Living & Well

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins