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Visual merchandising of pastries in foodscapes: The influence of plate colours on consumers’ flavour expectations and perceptions

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  • Kpossa, Monyédodo Régis
  • Lick, Erhard

Abstract

The aim of our research is to find out how pastries should be visually merchandised in retail environments most effectively. In particular, we want to answer the question whether the colour of the surface (black vs. white) against which pastries are presented influences consumers’ expectations (sensory and hedonic), i.e., before tasting (stage 1) and perceptions (sensory and hedonic), i.e., after tasting (stage 2). In addition, we seek to detect any differences in sensory and hedonic evaluations as well as purchase intentions between stage 1 and stage 2.

Suggested Citation

  • Kpossa, Monyédodo Régis & Lick, Erhard, 2020. "Visual merchandising of pastries in foodscapes: The influence of plate colours on consumers’ flavour expectations and perceptions," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    • Handle: RePEc:eee:joreco:v:52:y:2020:i:c:s0969698918306799
    DOI: 10.1016/j.jretconser.2018.10.001
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    References listed on IDEAS

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    1. Gordon M. Shepherd, 2006. "Smell images and the flavour system in the human brain," Nature, Nature, vol. 444(7117), pages 316-321, November.
    2. Lick, Erhard & König, Bettina & Kpossa, Monyédodo Régis & Buller, Violetta, 2017. "Sensory expectations generated by colours of red wine labels," Journal of Retailing and Consumer Services, Elsevier, vol. 37(C), pages 146-158.
    3. Lindberg, Ulla & Salomonson, Nicklas & Sundström, Malin & Wendin, Karin, 2018. "Consumer perception and behavior in the retail foodscape–A study of chilled groceries," Journal of Retailing and Consumer Services, Elsevier, vol. 40(C), pages 1-7.
    4. F. Thomas Juster, 1966. "Consumer Buying Intentions and Purchase Probability: An Experiment in Survey Design," NBER Books, National Bureau of Economic Research, Inc, number just66-2, March.
    5. Charles E. Ziegler, 2016. "Introduction," Central Asian Survey, Taylor & Francis Journals, vol. 35(4), pages 473-480, October.
    6. Amos, Clinton & Holmes, Gary R. & Keneson, William C., 2014. "A meta-analysis of consumer impulse buying," Journal of Retailing and Consumer Services, Elsevier, vol. 21(2), pages 86-97.
    7. Bertil Hultén & Niklas Broweus & Marcus Dijk, 2009. "Sensory Marketing," Palgrave Macmillan Books, Palgrave Macmillan, number 978-0-230-23704-9.
    8. Pizzi, Gabriele & Scarpi, Daniele, 2016. "The effect of shelf layout on satisfaction and perceived assortment size: An empirical assessment," Journal of Retailing and Consumer Services, Elsevier, vol. 28(C), pages 67-77.
    9. Machiels, Casparus J.A. & Orth, Ulrich R., 2017. "Verticality in product labels and shelves as a metaphorical cue to quality," Journal of Retailing and Consumer Services, Elsevier, vol. 37(C), pages 195-203.
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    Cited by:

    1. Basu, Rituparna & Paul, Justin & Singh, Kandarp, 2022. "Visual merchandising and store atmospherics: An integrated review and future research directions," Journal of Business Research, Elsevier, vol. 151(C), pages 397-408.
    2. Ketron, Seth & Spears, Nancy, 2020. "Schema-ing with color and temperature: The effects of color-temperature congruity and the role of non-temperature associations," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).

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