Does the type of receptacle influence the crossmodal association between colour and flavour? A cross-cultural comparison

  • Wan X
  • Velasco C
  • Michel C
  • et al.
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Abstract

We report a cross-cultural study designed to investigate whether the type of receptacle in which a coloured beverage is presented influences the colour-flavour associations that consumers make. Participants from the United States of America (USA) and China were shown photographs of red, green, yellow, blue, orange, brown, and clear liquids in a water glass, a wine glass, a cocktail glass, and a plastic cup.

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Wan, X., Velasco, C., Michel, C., Mu, B., Woods, A. T., & Spence, C. (2014). Does the type of receptacle influence the crossmodal association between colour and flavour? A cross-cultural comparison. Flavour, 3(1). https://doi.org/10.1186/2044-7248-3-3

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