0000000000481993
AUTHOR
Kristian Rolschau
Crossmodal correspondences between typefaces and food preferences drive congruent choices but not among young consumers
Abstract Several studies suggest that consumers match stimuli across sensory modalities, with angular (vs. round) typefaces typically associated with sourness (vs. sweetness). Drawing on findings from the field of crossmodal correspondences, this study (N = 220) examined potential typeface effects in naturalistic settings and found that exposure to angular (vs. round) typeface increased (decreased) consumers’ preferences for sour (sweet) food but had no impact on their expectations or perceptions of these tastes. Moreover, while typeface did not have a direct effect on food choices, consumers exposed to angular (vs. round) typeface reported a greater relative preference for sour over sweet …
Beauty is in the eye of the beer holder but rarely because of the beer
Abstract Across three studies, the present research examined beliefs and real-world responses pertaining to whether bar patrons' self-rated attractiveness would be higher later in the night. Contrary to beliefs held by lay people (Study 1A) and researchers in relevant disciplines (Study 1B), the results of a field study (Study 2) revealed that patrons perceived themselves as more attractive at later times, regardless of the amount of alcohol consumed. Relationship status moderated this time-contingent finding, which only applied to patrons who were single. However, consistent with sexual strategies theory, this interplay was further moderated by the patrons' sex. Men rated themselves as mor…