科研之友
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摘要
In a previous series of experiments, the present authors demonstrated that when people are asked to identify the flavors of various drinks on the basis of orthonasal olfactory cues, a number of experimental variables can modulate whether the color of the drinks influence their judgments. Here we examined two additional variables that we hypothesized might also mediate color's effect on flavor identification behavior: the timing and spatial positioning of color cues with respect to the positioning of olfactory cues. In Experiment 1, participants were exposed to color cues before, during/after, or after exposure to the olfactory cues. Color had a significant influence on flavor identification behavior in the latter two conditions, but not in the former condition. In Experiment 2, color cues were spatially separated from the olfactory cues, and no significant effect of color on flavor identification behavior was found. These results therefore reveal that manipulating spatial and temporal factors can have differential effects on crossmodal color-odor interactions. PRACTICAL APPLICATIONS This research has the potential to inform the decisions made by manufacturers regarding the placement of color and odor cues in products and packaging. While color cues (which, critically, often precede our consumption of foodstuffs) have been shown to influence our olfactory judgments of food and beverage identity, it is important for manufacturers to consider the specific temporal and spatial relationships that either encourage (or discourage) such crossmodal interactions. By taking these factors into account, our experience and enjoyment of food and drink can be optimized - especially if color-odor interactions are used to facilitate the most favorable interpretation of a stimulus.
- 出版日期2010-12
