Seeing sweet and choosing sour: Compensatory effects of typeface on consumers’ choice behavior
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Seeing sweet and choosing sour : Compensatory effects of typeface on consumers’ choice behavior. / Rolschau, Kristian; Janice Wang, Qian; Otterbring, Tobias.
I: Food Quality and Preference, Bind 85, 103964, 2020.Publikation: Bidrag til tidsskrift › Tidsskriftartikel › Forskning › fagfællebedømt
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TY - JOUR
T1 - Seeing sweet and choosing sour
T2 - Compensatory effects of typeface on consumers’ choice behavior
AU - Rolschau, Kristian
AU - Janice Wang, Qian
AU - Otterbring, Tobias
N1 - Funding Information: This project was supported by a grant awarded to the third author by the Aarhus University Research Foundation (AUFF). Publisher Copyright: © 2020 The Authors
PY - 2020
Y1 - 2020
N2 - The present research included two field studies investigating, firstly, the effects of round and angular typefaces on taste expectations and, secondly, how such expectations may have downstream effects on naturalistic consumer choice. A taste experiment conducted at a science festival asked participants (N = 125) to rate the expected and actual sweetness and sourness of beer served from plastic cups labelled with either angular or round typeface. Effects of typeface were found on both taste expectations and perceived taste, but in opposite directions; participants rated the expected sourness of a beer as higher in the round (vs. angular) typeface condition, whereas they rated perceived sourness as lower in the round compared to the angular typeface condition. A follow-up field study conducted at a beer bar tested whether different typefaces on a beer board would affect actual beer choices. Data consisted of beer transactions (N = 1,952) and included the monetary amount, and the specific style, and size of beer purchased. The results showed that average transaction amount was lower in the round (vs. angular) typeface condition, and that customers purchased more sour beer options in this condition. These findings support a crossmodal compensation account, and suggest that round typefaces could increase choices of contrasting sour products. Hence, marketers may want to consider how typefaces can either enhance or diminish certain tastes.
AB - The present research included two field studies investigating, firstly, the effects of round and angular typefaces on taste expectations and, secondly, how such expectations may have downstream effects on naturalistic consumer choice. A taste experiment conducted at a science festival asked participants (N = 125) to rate the expected and actual sweetness and sourness of beer served from plastic cups labelled with either angular or round typeface. Effects of typeface were found on both taste expectations and perceived taste, but in opposite directions; participants rated the expected sourness of a beer as higher in the round (vs. angular) typeface condition, whereas they rated perceived sourness as lower in the round compared to the angular typeface condition. A follow-up field study conducted at a beer bar tested whether different typefaces on a beer board would affect actual beer choices. Data consisted of beer transactions (N = 1,952) and included the monetary amount, and the specific style, and size of beer purchased. The results showed that average transaction amount was lower in the round (vs. angular) typeface condition, and that customers purchased more sour beer options in this condition. These findings support a crossmodal compensation account, and suggest that round typefaces could increase choices of contrasting sour products. Hence, marketers may want to consider how typefaces can either enhance or diminish certain tastes.
KW - Consumer choice
KW - Crossmodal compensation
KW - Crossmodal correspondences
KW - Field study
KW - Taste
KW - Typeface
KW - Typography
U2 - 10.1016/j.foodqual.2020.103964
DO - 10.1016/j.foodqual.2020.103964
M3 - Journal article
AN - SCOPUS:85084462247
VL - 85
JO - Food Quality and Preference
JF - Food Quality and Preference
SN - 0950-3293
M1 - 103964
ER -
ID: 375017390