A matter of taste: Food ads work better if all senses are involved.
Companies spend billions each year on food advertising, but many ads may be ineffective if they only mention taste and no other senses, say Ryan Elder and Aradhna Krishna of Michigan´s Ross School of Business. In a new study, Elder and Krishna show that multisensory advertising—ads that describe taste, smell, texture, sight and sound—can enhance the taste perceptions of consumers.
In a series of experiments involving chewing gum, potato chips and popcorn, the researchers found that ad slogans designed to appeal to multiple senses lead to higher taste perceptions than single-sense slogans—when consumers are able to "appropriate an ample amount of cognitive resources" to the multiple-sense ads. In other words, if consumers are distracted when viewing a multisensory ad, the ad´s effectiveness suffers. (FUENTE: Michigan’s University News)
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