Document Type
Conference Proceeding
Publication Date
2022
Abstract
The background design of a product presented online is important to attract consumers’ attention and further help them make proper judgments about the product. Although many studies have investigated factors of advertising background design, few focus on the effect of shape feature in the background on product evaluations. The present research investigates the influence of congruency between the shape in the background design and product taste perception on consumer product evaluations by using a pretest and three experiments. The results show that shape-taste congruency intensifies product evaluations with an increase evaluation of sweet-taste products and a decreases evaluation of sour-taste products (study1a & 1b). We explain the effect of shape-taste congruency through positive affect (study 2). In addition, an individual’s design sensitivity moderates the effect of shape-taste congruency on product evaluations, which means the effect of shape-taste congruency will disappear for people with low design sensitivity (study 3). The research provides important implications for online retailers in product display design.
Recommended Citation
Zhang, Jurui; Liu, Raymond; Jin, Yufang; and Li, Menglin, "The Effects of Shape-taste Congruence on Product Evaluations" (2022). Association of Marketing Theory and Practice Proceedings 2022. 7.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2022/7
