Dive Summary:
- Professor Charles Spence of Oxford University has conducted a study on the crossmodal associations between the color of potato chip packaging and consumers' expectations of what the chips will taste like.
- Spence and his research team gave 24 British and 24 Columbian test subjects potato chips from variously colored bags and measured their reactions.
- When asked about the taste, participants typically answered with the flavor they normally associated with that packaging's color, regardless of which flavor was actually in the bag.
From the article:
"... A new study, which reveals how potato chip packaging affects taste, will help brand owners tailor their products to consumer preference, says author Professor Charles Spence. ..."
