Multimodal Perceptual Processing of Cues In Food Ads: Do You Smell What You See? Visual-Induced Olfactory Imagery and Its Effects On Taste Perception and Food Consumption

摘要

In food advertisements, consumers often get inputs from only a few senses and rely on crossmodal interactions to represent those advertisement features from which they are not getting sensory stimulation. In doing so, they create multimodal mental imageries of the missing sensory cues. This article studies the perceptual process of multimodal visually induced olfactory imagery in food advertising. It measures its effects on taste perception and food consumption. Olfactory-congruent visual inputs activate an associated olfactory imagery, which, in its turn, creates an olfactory-congruent taste and influences food consumption.