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From brain variations to individual differences in the color–flavor incongruency effect: A combined virtual reality and resting-state fMRI study

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  • Huang, Jianping
  • Zhao, Ping
  • Wan, Xiaoang

Abstract

When consumers are searching for a packaged food with a certain flavor label, they are slower and less accurate when the target’s packaging color and flavor label are incongruent than when they are congruent. Here, we conducted a combined virtual reality (VR) and resting-state fMRI study to investigate the spontaneous neural basis of individual differences in this color–flavor incongruency effect. Our results revealed a positive correlation between the behavioral effect and the local synchronization for the left fusiform, a brain area associated with the retrieval of color information. The results also revealed a positive correlation between this behavioral effect and the intrinsic neural interactions between the left fusiform and the left putamen, a brain area associated with the processing of expectation. These findings revealed the role of expectation violation in in-store product searches. The potential implications of these findings for packaging design in the food industry are discussed.

Suggested Citation

  • Huang, Jianping & Zhao, Ping & Wan, Xiaoang, 2021. "From brain variations to individual differences in the color–flavor incongruency effect: A combined virtual reality and resting-state fMRI study," Journal of Business Research, Elsevier, vol. 123(C), pages 604-612.
    • Handle: RePEc:eee:jbrese:v:123:y:2021:i:c:p:604-612
    DOI: 10.1016/j.jbusres.2020.10.031
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