What colour do you feel? Cross-modal interactions between colour and texture of food

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dc.contributor.author Northey, Gavin en
dc.contributor.author Chylinski, M en
dc.contributor.author Ngo, LV en
dc.contributor.editor Brodie, R en
dc.coverage.spatial Auckland, New Zealand en
dc.date.accessioned 2017-09-11T02:15:16Z en
dc.date.issued 2013 en
dc.identifier.citation ANZMAC 2013 Conference Proceedings. ANZMAC (Australian & New Zealand Marketing Academy), Auckland, New Zealand. 7 pages. 2013 en
dc.identifier.uri http://hdl.handle.net/2292/35598 en
dc.description.abstract This research explores the cross-modal interaction between colour and perceived texture, and links its influence with standard marketing metrics. In line with our expectation, we find that colour interacts with actual texture to affect an individual’s overall perception of texture. Specifically, we show that changing hue from red to blue dampens the perception of particular types of texture. Further analysis of the effects of colour on marketing metrics shows that the effect on pleasure and intention to purchase is mediated by the cross-modal perceptions of texture. These results contribute to emerging marketing literature on cross-modal sensory interactions and consumer behaviour. en
dc.description.uri http://pandora.nla.gov.au/pan/25410/20140311-1105/anzmac.info/conference/anzmac-2013-conference-proceedings/anzmac-2013-herdc-information/index.html en
dc.publisher ANZMAC (Australian & New Zealand Marketing Academy) en
dc.relation.ispartof ANZMAC 2013 Conference en
dc.relation.ispartofseries ANZMAC 2013 Conference Proceedings en
dc.rights Items in ResearchSpace are protected by copyright, with all rights reserved, unless otherwise indicated. Previously published items are made available in accordance with the copyright policy of the publisher. en
dc.rights.uri https://researchspace.auckland.ac.nz/docs/uoa-docs/rights.htm en
dc.title What colour do you feel? Cross-modal interactions between colour and texture of food en
dc.type Conference Item en
dc.rights.holder Copyright: ANZMAC (Australian & New Zealand Marketing Academy) en
pubs.author-url http://pandora.nla.gov.au/pan/25410/20140311-1105/anzmac.org/conference/2013/papers/anzmac2013-072.pdf en
pubs.finish-date 2013-12-04 en
pubs.place-of-publication Auckland, New Zealand en
pubs.start-date 2013-12-02 en
dc.rights.accessrights http://purl.org/eprint/accessRights/RestrictedAccess en
pubs.subtype Conference Paper en
pubs.elements-id 534401 en
pubs.org-id Business and Economics en
pubs.org-id Marketing en
pubs.record-created-at-source-date 2016-07-04 en

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