The congruency between the container and the content: should we texture everything to seduce the consumer? - Archive ouverte HAL Access content directly
Conference Papers Year : 2014

The congruency between the container and the content: should we texture everything to seduce the consumer?

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Sonia Capelli
Olivier Trendel
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Abstract

This study examines the effects of congruency between the texture of the packaging and the texture of the product. Three experiments on chocolate tasting reveal that when the texture of the product is not congruent with the texture of the packaging, this leads to a disconfirmation of expectations and a lower evaluation of the taste of chocolate.
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Dates and versions

halshs-01071622 , version 1 (06-10-2014)

Identifiers

  • HAL Id : halshs-01071622 , version 1

Cite

Bruno Ferreira, Sonia Capelli, Olivier Trendel. The congruency between the container and the content: should we texture everything to seduce the consumer?. 17th AMS World Congress, Aug 2014, Lima, Peru. pp.cd-rom. ⟨halshs-01071622⟩
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