摘要
以联觉和跨通道一致性理论为启示,分析了食品包装的物理特征在消费者推测或预期食品味道中的重要作用,论述了食品包装的形状、颜色等对消费者食品喜好和购买决策的影响,发现了现有研究过分强调视听觉和基本味觉体验,而忽略了触觉和辣味感知的不足。在此基础上,提出了对于如何选择适合产品味道的外包装以及如何保持二者间的动态适切性,具有极强的现实指导意义和市场价值。
Inspired by the synesthesia and crossmodal correspondences, it analyzed the important roles of the physicalfeatures of food packaging in food taste. It demonstrated that cosumers food decision influenced by the shapes and colors of the food packaging. Current researches paid more attention to visual and auditory modal and four basic tastes and neglected touch modal and spicy taste. It should provide much practical instructions and market values about how to appropriately select food packages and keep dynamic balancing between food tastes and food packages.
出处
《包装工程》
CAS
CSCD
北大核心
2013年第6期68-72,共5页
Packaging Engineering
基金
湖南省计划外博士后项目(HNU2010031)
湖南大学青年教师资助项目
湖南省软科学重大项目(2012ZK1003)
关键词
食品
包装
味觉
联觉
跨通道一致性
food
packaging
taste
synesthesia
crossmodal correspondences
