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The Effects of Advertising Copy on Sensory Thoughts and Perceived Taste

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  • Ryan S. Elder
  • Aradhna Krishna
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    Abstract

    We propose that advertisement (ad) content for food products can affect taste perception by affecting sensory cognitions. Specifically, we show that multisensory ads result in higher taste perceptions than ads focusing on taste alone, with this result being mediated by the excess of positive over negative sensory thoughts. Since the ad effect is thoughts-driven or cognitive, restricting cognitive resources (imposing cognitive load) attenuates the enhancing effect of the multiple-sense ad. Our results are exhibited across three experiments and have many implications for cognition and sensory perception research within consumer behavior, as well as several practical implications. (c) 2009 by JOURNAL OF CONSUMER RESEARCH, Inc..

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    File URL: http://www.journals.uchicago.edu/doi/pdf/10.1086/605327
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    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 36 (2010)
    Issue (Month): 5 (02)
    Pages: 748-756

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    Handle: RePEc:ucp:jconrs:v:36:y:2010:i:5:p:748-756

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    Web page: http://www.journals.uchicago.edu/JCR/

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    Cited by:
    1. David Moore, 2013. "Interrupted anticipation after a service failure: The role of olfactory sensation on expected pleasure, taste enjoyment, consumption, and repatronage intentions," Marketing Letters, Springer, vol. 24(4), pages 399-408, December.

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