Research On The Influence Of Taste Synesthesia On Consumer Product Color Preference

When consumers make purchases,in addition to factors such as product function and quality,they also focus on the appearance of the product.Color,as the first sign of the appearance of a product,is often widely concerned because it affects consumer psychology and affects behavioral choices.62%-90% of people’s quick impressions of a product are triggered by color,and consumers will choose the color that matches the product’s type.However,there are many color combinations in real products,because consumers’ color preferences may change under certain stimulating conditions.In the past,research on products basically focused on product packaging,color,etc.,but few people explored the relationship between the type of product and the color preference of consumers from the perspective of consumers.This study will explore whether there are differences in consumers’ color preferences for different types of products.At the same time,it will review synaesthesia theory and embodied cognitive theory,combine taste experience and self-construal characteristics,and explore its moderating effects and boundaries on the research results.This article uses four studys to verify the research hypothesis: Study 1 explores the main effect relationship of consumers’ color preferences for different types of products.Study 2introduces the adjustment of taste to explore whether taste and visual synesthesia will affect consumers’ color preference for different types of products.Study 3 is to verify the stability of the experimental procedure and to further verify the results of experiment two.Study 4explored whether the self-construal traits have an impact on the color preference of different types of products in the influence of taste.The empirical research draws the following conclusions: 1.There are differences in consumer color preferences for different types of products.Specifically,consumers prefer cool colors for functional products;consumers prefer warm colors for social products.2.Studies have found that taste stimulation can change consumers’ color preferences for different types of products.With the stimulation of sweetness,consumers prefer warm colors for functional products and social products.Under the stimulation of bitterness,consumers prefer cool colors for functional products and social products.3.The self-constructed traits regulate the color preference of consumers for different types of products in the influence of taste.The moderating effect of independent self-construal is significant,while the moderating effect of dependent self-construal is not completely significant.The findings of this study have certain theoretical and practical significance.First,this study explains the mechanism of taste influencing color preference from the perspective of psychological distance,and theoretically explains the role of taste synesthesia.Second,classify products into functional and social types,explore the changes in consumer color preferences of different types of products,and explain the internal mechanism of consumer color preferences from the perspective of congruency effect.Third,by examining the relationship between self-construal theory in taste and consumer color preference,theoretically explain the difference in the influence of taste on consumer color preference due to individual differences.The practical significance is reflected in the conclusions of this study that can give certain guidance and suggestions in the design and development of new products,advertising,and consumer terminal promotions.