Moving up in taste: Enhanced projected taste and freshness of moving food products

Yaniv Gvili, Aner Tal, Moty Amar, Brian Wansink

Research output: Contribution to journalArticlepeer-review

26 Scopus citations


Can implied motion enhance consumer judgment of food freshness and taste? Freshness plays an important role in determining anticipated taste. Different perceptual cues may influence judgments of freshness. While some cues such as coloring and bruising play an obvious role, the authors argue that cues that on face value appear unrelated to freshness may also influence judgments of freshness. Specifically, the authors argue that humans have learned to relate movement to food freshness, and that this leads perceived motion to generate enhanced judgments of freshness, and, consequently, projected taste. This proposition is demonstrated in four studies. The studies show that the inclusion of implied motion in food pictures leads to elevated judgments of freshness and projected taste.

Original languageEnglish
Pages (from-to)671-683
Number of pages13
JournalPsychology and Marketing
Issue number7
StatePublished - 1 Jul 2017
Externally publishedYes


  • advertising
  • evolutionary psychology
  • food
  • freshness
  • labeling
  • motion
  • taste

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing


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