Is eye-appeal half the deal? Investigating the effect of crossmodal congruence between the colour and shape of coasters on the perceived flavour, liking and willingness to pay for an alcoholic beverage.
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2018-08-13
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en
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Abstract
The human tendency to match information across different sensory modalities in order to experience and make sense of the multisensory world around us is called crossmodal correspondence or crossmodal association. Numerous previous studies have explored crossmodal associations on a wide variety of different manipulations, foods and beverages, but to date the possible influence of one of the most well-known and common product-extrinsic cues used in the beverage industry has been completely overlooked by researchers, namely the coaster. This thesis is the first ever study to investigate the crossmodal (in)congruence effects of both the colour and the shape of coasters on the taste, liking and willingness to pay for an alcoholic beverage, whilst also trying to bring forth its possible marketing capabilities. The research data was obtained by asking consumers to partake in an experiment involving the tasting and rating of four (identical) Vedett Extra Blond premium lager beers on perceived taste, liking and willingness to pay, as they were presented on four different coasters that varied in colour [red, black] and shape [round, angular] in each condition. The statistical findings of this experimental study revealed that both coaster colour [red, black] and coaster shape [round, angular] did not have a significant (interaction) effect on the perceived liking, taste and willingness to pay for an alcoholic beverage. However, even though all hypotheses were rejected accordingly, the current study does provide a solid theoretical basis that opens the door to future research on the effects of crossmodal colour and shape congruence and its marketing implications in the beverage industry.
Keywords: crossmodal congruence, shape, colour, coasters, taste, marketing communication.
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Faculteit der Letteren