Mittwoch, 17. Oktober 2018, 18:30 - 20:00 iCal

Gastvortrag von Dr. Jochim Hansen

Construal level and cross-sensory influences: High-level construal increases the effect color on drink perception



Hörsaal B, Neues Institutsgebäude (NIG), 6. Stock
Universitätsstraße 7, 1010 Wien


Because people integrate more information into their representations when they construe a situation abstractly (i.e., on a high level) than when they construe a situation concretely (i.e., on a low level), it was hypothesized that level of construal would also affect cross-sensory influences of visual information on taste perception. In three experiments, participants were first primed with a high-level versus low-level construal mindset using an exemplar–category task.  Next, participants sampled beverages in cups that differed in color and rated several qualities of the beverage. It was expected that color would have an influence on beverage perception, especially when participants were primed with a high construal level. In line with this hypothesis, it was found that particularly participants who generated high-level categories in the priming task rated sparkling water as more refreshing in a blue than in a yellow cup (Experiment 1), an energy drink as more sour in a yellow than in a blue cup (Experiment 2), and coffee as hotter in a red than in a blue cup (Experiment 3). The findings provide the first evidence that a high level of construal can increase cross-sensory assimilation.



Fakultät für Psychologie, Institut für Angewandte Psychologie: Arbeit, Bildung, Wirtschaft


Martin Söllner
Fakultät für Psychologie
Angewandte Sozialpsychologie und Konsumentenverhaltensforschung
01 4277 47351