The Effect of Advertising Copy on Sensory Thoughts and Perceived Taste

Keywords

multisensory advertising, sensory cognitions, taste perception

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.

Original Publication Citation

Elder, Ryan S. & Aradhna Krishna (2010), “The Effects of Advertising Copy on Sensory Thoughts and Perceived Taste,” Journal of Consumer Research, 36(Feb), 748-56.

Document Type

Peer-Reviewed Article

Publication Date

2010

Publisher

Journal of Consumer Research

College

Marriott School of Business

Department

Marketing

University Standing at Time of Publication

Full Professor

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