摘要
形状是食品重要的感觉特征,食品形状会对消费者的食品感知产生影响,已有研究表明形状存在"拉伸偏差"效应,并且空间和时间之间存在"空间距离长意味着时间长"的隐喻结构。基于此,研究考察了食品形状对保质期感知的影响,以及由食品形状引起的不同保质期感知与食品类型的交互作用对食品评价的影响。实验发现,消费者对长条形(vs.正方形)食品的保质期感知更长(研究一);当食品为健康食品时,正方形(vs.长条形)的食品能够获得更短的保质期感知,进而获得更高的食品评价,而当食品为不健康食品时,长条形(vs.正方形)的食品能够获得更短的保质期感知,但食品评价无显著差异(研究二)。
The shape is an important sensory feature of food.Food shape has an impact on food perceptions.Previous studies have shown that shape has an "Elongation Bias" effect, and there is a metaphor association between space and time that "a longer distance means a longer time".Based on this, the effects of food shape on shelf-life perception and the interaction between different shelf-life perceptions and food types on food evaluation were investigated.The results show that consumers have longer shelf-life perception of square(vs.rectangular) food(Study 1);when the food is healthy, the square(vs.rectangular) food can get a shorter shelf-life perception, and then get higher food evaluation.When the food is unhealthy, the square(vs.rectangular) food can get a shorter shelf-life perception, but there was no significant difference in food evaluation(Study 2).
作者
刘萍
王虹
李蔚
Liu Ping;Wang Hong;Li Wei(Business School of Sichuan University,Chengdu,610064;Business School of Chengdu University of Technology,Chengdu,610059)
出处
《珞珈管理评论》
2020年第3期102-116,共15页
Luojia Management Review
