The congruency between the container and the content: should we texture everything to seduce the consumer? - HAL-SHS - Sciences de l'Homme et de la Société
Communication Dans Un Congrès Année : 2014

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

Sonia Capelli
Olivier Trendel
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Résumé

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 et versions

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

Identifiants

  • HAL Id : halshs-01071622 , version 1

Citer

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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