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.

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 July 30, 2014 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 July 30, 2014).

Share This




More Mind & Brain News

Wednesday, July 30, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Dieting At A Young Age Might Lead To Harmful Health Habits

Dieting At A Young Age Might Lead To Harmful Health Habits

Newsy (July 30, 2014) Researchers say women who diet at a young age are at greater risk of developing harmful health habits, including eating disorders and alcohol abuse. Video provided by Newsy
Powered by NewsLook.com
It's Not Just Facebook: OKCupid Experiments With Users Too

It's Not Just Facebook: OKCupid Experiments With Users Too

Newsy (July 29, 2014) If you've been looking for love online, there's a chance somebody has been looking at how you're looking. Video provided by Newsy
Powered by NewsLook.com
How Your Face Can Leave A Good Or Bad First Impression

How Your Face Can Leave A Good Or Bad First Impression

Newsy (July 29, 2014) Researchers have found certain facial features can make us seem more attractive or trustworthy. Video provided by Newsy
Powered by NewsLook.com
Losing Sleep Leaves You Vulnerable To 'False Memories'

Losing Sleep Leaves You Vulnerable To 'False Memories'

Newsy (July 27, 2014) A new study shows sleep deprivation can make it harder for people to remember specific details of an event. 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:
from the past week

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