000131365 001__ 131365
000131365 005__ 20240209144724.0
000131365 0247_ $$2doi$$a10.1016/j.foodqual.2018.08.015
000131365 0248_ $$2sideral$$a107656
000131365 037__ $$aART-2019-107656
000131365 041__ $$aeng
000131365 100__ $$0(orcid)0000-0002-0181-2639$$aGil-Pérez, I.$$uUniversidad de Zaragoza
000131365 245__ $$aWhat do you mean by hot? Assessing the associations raised by the visual depiction of an image of fire on food packaging
000131365 260__ $$c2019
000131365 5060_ $$aAccess copy available to the general public$$fUnrestricted
000131365 5203_ $$aThe images shown on food packaging play an important role in the processes of identification, categorisation and the generation of expectations, since the consumer uses the images to infer information about the product. However, a given image may convey different meanings (e.g. in a food package, “fire” may mean barbecued or spicy), so it is very important for producers and designers to understand the factors responsible for consumers inferring a specific meaning. This paper addresses this problem and shows experimentally that the consumer tends to infer the meaning from the image which is most congruent with the product it is displayed with. 65 participants carried out two speeded classification tasks which results show an interaction between the product (congruent vs. incongruent) and the image (with fire vs. without fire): products congruent with a meaning of fire were categorised more quickly when shown with fire than without it, while products incongruent with a meaning of fire were categorised more slowly when shown with fire than without it. In addition, the results show that stimuli were categorised more quickly when the interpretation of fire was literal (e.g. barbecue) than in those that were metaphorical (e.g. spiciness), indicating that the rhetorical style of the image (literal or metaphorical) influences the cognitive effort required to process it. These contributions improve our understanding of the effect of the images shown on packaging in the communication between packaging and consumers.
000131365 540__ $$9info:eu-repo/semantics/openAccess$$aby-nc-nd$$uhttp://creativecommons.org/licenses/by-nc-nd/3.0/es/
000131365 590__ $$a4.842$$b2019
000131365 591__ $$aFOOD SCIENCE & TECHNOLOGY$$b12 / 138 = 0.087$$c2019$$dQ1$$eT1
000131365 592__ $$a1.296$$b2019
000131365 593__ $$aNutrition and Dietetics$$c2019$$dQ1
000131365 593__ $$aFood Science$$c2019$$dQ1
000131365 655_4 $$ainfo:eu-repo/semantics/article$$vinfo:eu-repo/semantics/acceptedVersion
000131365 700__ $$0(orcid)0000-0002-7891-609X$$aRebollar, R.$$uUniversidad de Zaragoza
000131365 700__ $$0(orcid)0000-0003-2558-982X$$aLidón, I.$$uUniversidad de Zaragoza
000131365 700__ $$aPiqueras-Fiszman, B.
000131365 700__ $$avan Trijp, H.C.M.
000131365 7102_ $$15002$$2720$$aUniversidad de Zaragoza$$bDpto. Ingeniería Diseño Fabri.$$cÁrea Proyectos de Ingeniería
000131365 773__ $$g71 (2019), 384-394$$pFood qual. prefer.$$tFood Quality and Preference$$x0950-3293
000131365 8564_ $$s1972332$$uhttps://zaguan.unizar.es/record/131365/files/texto_completo.pdf$$yPostprint
000131365 8564_ $$s1585472$$uhttps://zaguan.unizar.es/record/131365/files/texto_completo.jpg?subformat=icon$$xicon$$yPostprint
000131365 909CO $$ooai:zaguan.unizar.es:131365$$particulos$$pdriver
000131365 951__ $$a2024-02-09-14:44:28
000131365 980__ $$aARTICLE