Advertisement help to create taste explain
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▶ Question : How advertisement helps to create taste? Explain.
⏩ Answer :
In a new study in the Journal of Consumer Research, Elder and Krishna show that multisensory advertising—ads that describe taste, smell, texture, sight and sound—can enhance the taste perceptions of consumers.
"Mentioning senses other than taste can increase positive sensory thoughts about the food and, consequently, taste," said Krishna, the Dwight F. Benton Professor of Marketing. "Because taste is generated from multiple senses, ads mentioning these senses will have a significant impact on taste over ads mentioning taste alone."
In a series of experiments involving chewing gum, potato chips and popcorn, the researchers found that ad slogans designed to appeal to multiple senses lead to higher taste perceptions than single-sense slogans—when consumers are able to "appropriate an ample amount of cognitive resources" to the multiple-sense ads. In other words, if consumers are distracted when viewing a multisensory ad, the ad's effectiveness suffers.
Elder and Krishna believe their research has many practical implications for ad executives and managers since it can easily and readily be applied in directing ad copy for food products.
"Despite the conventional wisdom that taste is comprised of multiple sensory inputs, advertising within the food and beverage industry rarely addresses perceptions beyond taste," said Elder, a doctoral candidate at Ross. "Many executives believe taste is automatically comprised of multiple senses and thus mentioning the senses in advertisements should not affect taste. Further, many believe that taste, in general, is not affected by ads.
✔ Hope it may helps u...! ☺
▶ Question : How advertisement helps to create taste? Explain.
⏩ Answer :
In a new study in the Journal of Consumer Research, Elder and Krishna show that multisensory advertising—ads that describe taste, smell, texture, sight and sound—can enhance the taste perceptions of consumers.
"Mentioning senses other than taste can increase positive sensory thoughts about the food and, consequently, taste," said Krishna, the Dwight F. Benton Professor of Marketing. "Because taste is generated from multiple senses, ads mentioning these senses will have a significant impact on taste over ads mentioning taste alone."
In a series of experiments involving chewing gum, potato chips and popcorn, the researchers found that ad slogans designed to appeal to multiple senses lead to higher taste perceptions than single-sense slogans—when consumers are able to "appropriate an ample amount of cognitive resources" to the multiple-sense ads. In other words, if consumers are distracted when viewing a multisensory ad, the ad's effectiveness suffers.
Elder and Krishna believe their research has many practical implications for ad executives and managers since it can easily and readily be applied in directing ad copy for food products.
"Despite the conventional wisdom that taste is comprised of multiple sensory inputs, advertising within the food and beverage industry rarely addresses perceptions beyond taste," said Elder, a doctoral candidate at Ross. "Many executives believe taste is automatically comprised of multiple senses and thus mentioning the senses in advertisements should not affect taste. Further, many believe that taste, in general, is not affected by ads.
✔ Hope it may helps u...! ☺
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Answer:
Advertisement create taste because they told us that our products are better than any other product. they distract our attention towards them. They have a special influence on the viewer
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