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dc.contributor.authorVelasco, Carlos
dc.contributor.authorWan, Xiaoang
dc.contributor.authorKnöferle, Klemens
dc.contributor.authorZhou, Xi
dc.contributor.authorSalgado-Montejo, Alejandro
dc.contributor.authorSpence, Charles
dc.date.accessioned2015-07-28T09:30:15Z
dc.date.available2015-07-28T09:30:15Z
dc.date.issued2015
dc.identifier.citationFrontiers in Psychology, 6(2015)mars:301nb_NO
dc.identifier.issn1664-1078
dc.identifier.urihttp://hdl.handle.net/11250/293727
dc.descriptionThis is an open access journal available at http://www.frontiersin.org/psychologynb_NO
dc.description.abstractPrior research provides robust support for the existence of a number of associations between colors and flavors. In the present study, we examined whether congruent (vs. incongruent) combinations of product packaging colors and flavor labels would facilitate visual search for products labeled with specific flavors. The two experiments reported here document a Stroop-like effect between flavor words and packaging colors. The participants were able to search for packaging flavor labels more rapidly when the color of the packaging was congruent with the flavor label (e.g., red/tomato) than when it was incongruent (e.g., yellow/tomato). In addition, when the packaging color was incongruent, those flavor labels that were more strongly associated with a specific color yielded slower reaction times and more errors (Stroop interference) than those that were less strongly tied to a specific color. Importantly, search efficiency was affected both by color/flavor congruence and association strength. Taken together, these results therefore highlight the role of color congruence and color–word association strength when it comes to searching for specific flavor labels.nb_NO
dc.language.isoengnb_NO
dc.publisherFrontiers Research Foundationnb_NO
dc.titleSearching for flavor labels in food products: the influence of color-flavor congruence and association strengthnb_NO
dc.typeJournal articlenb_NO
dc.typePeer reviewednb_NO
dc.source.journalFrontiers in Psychologynb_NO
dc.identifier.doi10.3389/fpsyg.2015.00301
dc.description.localcode1, Forfatterversjonnb_NO


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