Sweet Roundness

Motoki and Velasco found that “People associate tastes and visual shapes non-randomly. For example, round shapes are associated with sweet taste, while angular shapes are associated with sour and bitter tastes. Previous studies have focused on one-to-one taste-shape associations, where either geometrical shapes or shapes on a product’s packaging have been presented in isolation and evaluated separately. However, in real-life product displays, products are typically surrounded by other products. We examined whether shape contexts can influence the taste expectations associated…

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