CROSS-MODAL CORRESPONDENCES BETWEEN HAPTIC
IMAGERY AND PERCEIVED TASTE: DOES SOFT TASTE SWEET?
MIHAELA DUIA
Master Thesis Defense
MSc Marketing Management
Supervisors:
Dr. Yannick Joye
TABLE OF CONTENTS
Introduction
Literature Review
Research Design
Results
Insights & Limitations
Further research
RESEARCH DESIGN
Survey participants
- N = 135, n = 101
- 18-34 years old
- F > M
IV Manipulations
- Haptic imagery (soft vs hard)
- Randomized
Survey measured:
- Perceived taste
- Product liking
- NFT
RESULTS
(1)
Haptic imagery & perceived taste
Hard vs Soft condition
2.61 2.31 1.69 1.12 2.7 2.36 1.78 1.22 0 1 2 3 4 5
Sweet Sour Bitter Salty
Me an Sco res Taste Perception HARD SOFT
Product familiarity and liking
Hard vs Soft condition
Bitter taste-familiarity
Moderation analysis
NFT
RESULTS (2)
Perceived Soft and Hard and Sweetness
Need for touch and product liking
-0.5 -0.4 -0.3 -0.2 -0.1 0 0.1 0.2 0.3 0.4
Low Medium High
DISCUSSION & LIMITATIONS
Soft and hard stimuli and taste dimensions
Hedonic response
Lighter colour of the wine
Sample & product choice
Imagined touch and perceived taste
✓
Haptic imagery and product liking moderated by NFT
Tactile pleasantness
High NFT
Moderator analysis
Pleasure-based explanation
High vs low involvement products
✓
Soft-sweet
FUTURE RESEARCH: FOOD FOR THOUGHT
•
What will happen when actual touch follows haptic imagery?
•
Would a stimulus which is purely bitter (or sweet, salty, sour) also increase in
bitterness scale if presented with a soft texture?
•
Could our vivid imagination negatively influence the product satisfaction due
REFERENCES
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Elder, R. S., & Krishna, A. (2010). The effects of advertising copy on sensory thoughts and perceived taste. Journal of Consumer Research, 36(5), 748–756. Fennis, B. M. & Stroebe, W. (2016). The Psychology of Advertising. New York: Routledge
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20(4), 410–418.
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