An expectations-based approach to explaining the cross-modal influence of color on orthonasal olfactory identification: the influence of the degree of discrepancy.

Journal article

In the present study, we explored the conditions under which color-generated expectations influence participants' identification of flavored drinks. Four experiments were conducted in which the degree of discrepancy between the expected identity of a flavor (derived from the color of a drink) and the actual identity of the flavor (derived from orthonasal olfactory cues) was examined. Using a novel experimental approach that controlled for individual differences in color-flavor associations, w...

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Authors: Shankar, M; Simons, C; Shiv, B; McClure, S; Levitan, C

• Publication status: Published
• Journal: Attention, perception and psychophysics
• Volume: 72
• Issue: 7
• Pages: 1981-1993
• Publication date: 2010-10-01
• DOI: 10.3758/app.72.7.1981
• EISSN: 1943-393X
• ISSN: 1943-3921
• Language: English
• Keywords: Attention; Illusions; Taste; Set (Psychology); Color Perception; Judgment; Discrimination (Psychology); Female; Male; Cues; Association; Humans; Smell