Creamy red and crunchy blue? : how colour interacts with perceptions of texture

Gavin Northey; Mathew Chylisnki; Liem Ngo

Creamy red and crunchy blue? : how colour interacts with perceptions of texture

Gavin Northey, Mathew Chylisnki, Liem Ngo

Research output: Chapter in Book / Conference Paper › Conference Paper › peer-review

Abstract

![CDATA[This study explores the sensory-marketing effects of cross-modal interaction between vision and haptic perceptions of texture. Specifically, we show that moving up the colour spectrum from red to blue dampens the perception of particular types of food texture. Conceptually, we relate such cross-modal sensitivity with indicators of overall haptic predisposition for an individual in terms of Need for Touch (NFT) and Self-Orientation (SO). Our results show that the association between colour and texture interacts with the NFT and SO.]]

Original language	English
Title of host publication	EMAC 2014: Paradigm Shifts & Interactions: Conference Proceedings of the 43rd Annual Conference of the European Marketing Academy Conference, 3-6 June 2014, Valencia, Spain
Publisher	University of Valencia
Pages	194-194
Number of pages	1
ISBN (Print)	9788437094533
Publication status	Published - 2014
Event	European Marketing Academy. Conference - Duration: 1 Jan 2014 → …

Conference

Conference	European Marketing Academy. Conference
Period	1/01/14 → …

Cite this

@inproceedings{3eb1bdddfd424dc08d10cf84cf9af575,

title = "Creamy red and crunchy blue? : how colour interacts with perceptions of texture",

abstract = "![CDATA[This study explores the sensory-marketing effects of cross-modal interaction between vision and haptic perceptions of texture. Specifically, we show that moving up the colour spectrum from red to blue dampens the perception of particular types of food texture. Conceptually, we relate such cross-modal sensitivity with indicators of overall haptic predisposition for an individual in terms of Need for Touch (NFT) and Self-Orientation (SO). Our results show that the association between colour and texture interacts with the NFT and SO.]]",

author = "Gavin Northey and Mathew Chylisnki and Liem Ngo",

year = "2014",

language = "English",

isbn = "9788437094533",

pages = "194--194",

booktitle = "EMAC 2014: Paradigm Shifts & Interactions: Conference Proceedings of the 43rd Annual Conference of the European Marketing Academy Conference, 3-6 June 2014, Valencia, Spain",

publisher = "University of Valencia",

note = "European Marketing Academy. Conference ; Conference date: 01-01-2014",

}

Northey, G, Chylisnki, M & Ngo, L 2014, Creamy red and crunchy blue? : how colour interacts with perceptions of texture. in EMAC 2014: Paradigm Shifts & Interactions: Conference Proceedings of the 43rd Annual Conference of the European Marketing Academy Conference, 3-6 June 2014, Valencia, Spain. University of Valencia, pp. 194-194, European Marketing Academy. Conference, 1/01/14.

Creamy red and crunchy blue? : how colour interacts with perceptions of texture. / Northey, Gavin; Chylisnki, Mathew; Ngo, Liem.
EMAC 2014: Paradigm Shifts & Interactions: Conference Proceedings of the 43rd Annual Conference of the European Marketing Academy Conference, 3-6 June 2014, Valencia, Spain. University of Valencia, 2014. p. 194-194.

Research output: Chapter in Book / Conference Paper › Conference Paper › peer-review

TY - GEN

T1 - Creamy red and crunchy blue? : how colour interacts with perceptions of texture

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AU - Chylisnki, Mathew

AU - Ngo, Liem

PY - 2014

Y1 - 2014

N2 - ![CDATA[This study explores the sensory-marketing effects of cross-modal interaction between vision and haptic perceptions of texture. Specifically, we show that moving up the colour spectrum from red to blue dampens the perception of particular types of food texture. Conceptually, we relate such cross-modal sensitivity with indicators of overall haptic predisposition for an individual in terms of Need for Touch (NFT) and Self-Orientation (SO). Our results show that the association between colour and texture interacts with the NFT and SO.]]

AB - ![CDATA[This study explores the sensory-marketing effects of cross-modal interaction between vision and haptic perceptions of texture. Specifically, we show that moving up the colour spectrum from red to blue dampens the perception of particular types of food texture. Conceptually, we relate such cross-modal sensitivity with indicators of overall haptic predisposition for an individual in terms of Need for Touch (NFT) and Self-Orientation (SO). Our results show that the association between colour and texture interacts with the NFT and SO.]]

UR - http://handle.uws.edu.au:8081/1959.7/546586

M3 - Conference Paper

SN - 9788437094533

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BT - EMAC 2014: Paradigm Shifts & Interactions: Conference Proceedings of the 43rd Annual Conference of the European Marketing Academy Conference, 3-6 June 2014, Valencia, Spain

PB - University of Valencia

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Y2 - 1 January 2014

ER -

Creamy red and crunchy blue? : how colour interacts with perceptions of texture

Abstract

Conference

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