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CUEING THE CONSUMER: THE ROLE OF SALIENT CUES IN CONSUMER PERCEPTION

Gail Tom (Professor of marketing, Department of Management, in the School of Business and Public Administration at California State University, Sacramento)
Teresa Barnett (Graduate student at California State University of Sacramento)
William Lew (Graduate of California State University, Sacramento)
Jodean Selmants (Currently completing her MBA at California State University, Sacramento)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 February 1987

Abstract

Consumers buy what they perceive, and what they perceive is heavily influenced by the cues — brand name, packaging, color — that marketers send to them. This article reports on an empirical study that demonstrates the influence of color in cueing consumers to the taste of pudding. Vanilla pudding, colored to look like chocolate pudding, was perceived by consumers as tasting like chocolate pudding. The results indicate that color is a more influential cue than taste in the consumers' perception of the flavor of the pudding.

Citation

Tom, G., Barnett, T., Lew, W. and Selmants, J. (1987), "CUEING THE CONSUMER: THE ROLE OF SALIENT CUES IN CONSUMER PERCEPTION", Journal of Consumer Marketing, Vol. 4 No. 2, pp. 23-27. https://doi.org/10.1108/eb008193

Publisher

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MCB UP Ltd

Copyright © 1987, MCB UP Limited