Authors： Kosuke Motoki, Toshiki Saito, Rui Nouchi, Ryuta Kawashima, and Motoaki Sugiura
 
Title：Light colors and comfortable warmth: Crossmodal correspondences between thermal sensations and color lightness influence consumer behavior
 
Journal(書誌情報)：Food Quality and Preference
 
 
 
Abstract：Consumers are often surrounded by somatosensory (e.g., warmth) and visual (e.g., color) information. For example, consumers often see light-colored goods under warm conditions. Previous studies have shown that sensory interactions, such as those involving auditory and visual stimuli, influence consumer behaviors. However, it remains unknown whether somatosensory–visual information (e.g., warmth and color lightness) interactively guide consumer behaviors. Additionally, the conditions under which sensory interactions increase consumer preferences are also unclear. This study focused on how the effects of the novel correspondences between somatosensory and visual (warmth and color lightness) perceptions extend from the capture of visual attention to the formation of preferences, as well as on how attitudes toward sensory experiences (i.e., positive reactions to sensory experiences) play critical roles in preference formation. The results showed the existence of crossmodal correspondences between feeling warm and light colors (Study 1), and such crossmodal correspondences influenced consumers’ visual attention. Physical warmth increased the visual attention directed toward light-colored goods (Study 2). Although this correspondence did not directly influence consumer preferences (Study 3), it did increase consumer preferences for light-colored goods under conditions of comfortable (but not uncomfortable) warmth (Study 4). These results reveal novel crossmodal correspondences between thermal sensations and levels of color lightness and demonstrate how such correspondences have consumer-relevant consequences.
 
著者Contact先の email：kosuke.motoki.p2[at]dc.tohoku.ac.jp ([at] を@に置き換えてください）
 
日本語によるコメント（オプション，200-300字で）：消費者は、温度感覚と色の明るさを同時に経験している。例えば、温かい店内で明るい色の商品を買うか考える。本研究では、温度感と色の明るさが連合し、それが消費者行動に影響していることを明らかにした。温かさは冷たさと比べて、より明るい色と連合していた（研究１）。温かさを感じていると、より明るい色の商品を見ていた（研究２）。温かいと明るい色の商品を好むという直接的な関係はなかったが（研究３）、温かさを快適だと感じていると、明るい色の商品の買いたさが増していた（研究４）。本研究の結果から、温かさを感じていると消費者は明るい色の商品を見て、さらに快適な温かさだとその購買意欲にまで影響することが示唆された。
 
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