「重」口味？重量對食物知覺濃度的影響

Effect of Heaviness on the Perceived Density

林鴻銘(Hung-Ming Lin)

《行銷科學學報》 11卷2期 (2015/10) Pp. 149-166

https://doi.org/10.3966/181666012015101102002

摘要

不同於傳統的心理學派，基礎認知學派主張，認知是內具在身體經驗之中，身體經驗或是身體譬喻牽動著人們的認知思考。「重」口味、「重」烘培是生活中常使用的語言，語意中同時包含重量與味覺判斷，是以重量來描述該食品的味覺濃度，這可能使得重量經驗與濃度有所連結，進而影響消費者的味覺判斷。因此，本研究目的在於探討容器重量對知覺濃度判斷的影響。實驗一採單因子（重量感：重重量感vs.輕重量感）組間設計，結果顯示，手拿重杯的受試者對於飲品的濃度知覺高於手拿輕杯的受試者。實驗二則加入觸摸需求變數，結果指出，對於高觸摸需求者而言，拿重重量杯導致他們有較高的濃度知覺，而對於低觸摸需求者而言，重量對知覺濃度並無顯著影響。

關鍵字

基礎認知 ； 重量 ； 知覺濃度 ； 觸摸需求

並列摘要

Grounded cognition suggests that physical (bodily) experience can't be considered independent of human mind. Cognitive activity is fundamentally grounded in a physical context. Moreover, embodied physical experience is also metaphorically connected our daily language. 'Heavily taste' and 'heavily roast' are commonly used in our daily language. These semantic concepts include weight and taste judgment. This may make the link between weight experience and perceived density is stored in the memory. Consumers' weight experience from containers may further influence their judgments of food density. Accordingly, the purpose of this study is to explore the relationship between container weight and perceived density. Study 1 enrolled ninety undergraduate students, and they were randomly assigned to the heavy weight condition or light weight condition. The results showed that participants who hold a heavier mug gave higher density estimates of the drink than those who hold a lighter mug. Moreover, the findings of Study 2 indicated that this effect was moderated by individual differences in Need for Touch (NFT), as density estimates were only affected by holding weight in individuals with a high NFT compared to those with a low NFT.

並列關鍵字

grounded cognition ； weight ； perceived density ； need for touch

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