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This study aims to investigate the effect of color temperature on consumption. Color is one of the most powerful elements of sensory marketing. However, how warm and cool colors drive consumer indulgence and interact with other visual cues is minimally understood.

This research conducts six experiments to investigate the effect of eight warm and cool colors and the effect of warm/cool color’s interaction with reflectance on indulgent consumption/use in various retail environments.

Studies 1a and 1b support the contrasting effects of warm vs cool colors on consumers’ indulgent consumption. Studies 2a and 2b establish the serial mediating role of arousal and self-reward focus in the color-indulgence relationship. Study 3a demonstrates the interactive effect of warm (vs cool) colors and glossy (vs matte) reflectance on consumer indulgence, and Study 3b confirms how glossy (vs matte) reflectance moderates the serial mediating effect of arousal and self-reward focus in the color-indulgence relationship.

This research contributes to the growing stream of research on the visual aspect of sensory marketing, especially color, and advances the theoretical knowledge of how color could be used effectively to influence consumer indulgence.

This research provides actionable managerial implications on the effective use of warm and cool colors and glossy and matte reflectance to influence consumer indulgence.

This research advances the theoretical and empirical knowledge of color’s interaction with other visual sensory cues and the underlying psychological processes shaping consumer indulgence.

The purpose of this paper is to investigate the influences of the interactions of taste, colour and labelling on sensory perception, liking and identification of saffroned products.

The consumer and discrimination tests (N=120, 18, 25, 78, for Experiments 1–4, respectively) were conducted. The analyses of discrimination tests were performed using the Thurstonian model and R-index. The results from consumer studies were analysed using the Kruskal–Wallis test, penalty analysis and correlation matrix.

The study revealed that saffron can interact with the perception of sour and bitter taste and has no significant effects on the sweetness. The colour and labelling generated expectations for quality and sweetness of the samples. When the disparity between the expectation and actual experience was occurred resulted in contrast/assimilation effects on the hedonic ratings and negatively impacted consumer acceptability of the product.

This study showed that the visual cues can modulate the expectation for particular sensory perceptions and also affect the hedonic experiences. Saffron adulteration can be identified by the consumers and can result in a significant decrease in the acceptability of the products. Hence, the practice of substituting saffron with ingredients with a similar colour in these products can be detrimental for business. Additionally, it was revealed that saffron colour is associated with the expected and actual sweet taste perception. Therefore, it is possible to manipulate yellow colour cues to reduce sweeteners in different food products that contain saffron.

The sensory characteristics and consumer perception of saffron have been rarely studied. This study revealed that flavour perception and quality determination of saffroned foods involves the combinations of different sensory modalities and cognitive (expectancy) inputs.

This paper aims to theorize and investigate the use of effective color features in artificial intelligence (AI) influencers, an emerging marketing trend in the social media context.

By analyzing 6,132 pictures posted by ten AI influencers on Instagram, this paper examines the effect of warm colors in AI influencers’ social media posts on consumer responses, and how other color features may moderate the effect of warm color. In addition, two experimental studies reveal the underlying process driving the effect of warm color.

Warmer color generated more favorable consumer responses, with brightness significantly moderating the relationship between warm color and favorable consumer responses. Moreover, the results of the experiments establish that perceived warmth and emotional trust mediate the causal effect of warm colors on consumer responses.

There is still little understanding about consumer perceptions of AI influencers and their acceptance of AI influencers’ product recommendations. As such, this research offers theoretical understanding of the color features influencing the effectiveness of recommendations by AI influencers.

Brands have started deploying AI influencers as their brand ambassadors to make product recommendations, representing a new wave of advertising on social media. The findings will thus benefit marketers in developing effective product recommendations using AI influencers.

The present research provides a novel understanding of how visual features, such as color can influence the effectiveness of AI influencers.

The impact of colour is acknowledged, yet empirical studies on colours with marketing implications are rare. The paper seeks to advance our understanding of the role of package colours in consumers' product experiences by studying the relationship between colour meanings and product. It also aims at offering insights into the meanings associated with colours in a product context.

Understanding of package colours was elicited by applying the preference‐consumption difference interview technique. The data were analysed applying means‐end chain. Accordingly, it was possible to detect, not only the multifunction played by package colours, but also meanings that colours conveyed at different abstraction level. As colour research within marketing was fragmented and no such colour theory exists, the paper developed a theoretical framework for the paper.

Based on the evidence, the proposed framework is further elaborated so that it could better capture the connections between colour and consumers' product experiences. Hence, the paper supports the significance of the functions emphasised by past research and uncovers the qualitative connections between packages colour meanings and product type.

Future research should extend the size of the sample, types of products, geographical area, and colours.

The evidence shows that colours should be carefully considered when launching new brands or, indeed, when brand packages are redesigned, the multifunction of colours should be taken into consideration.

The paper covers an area neglected by past research, which has implications for understanding consumers' brand preferences.

The purpose of this study was to develop and apply new physical heart defect models (PHDMs) that are patient-specific and color-coded with an optimized map.

Heart defect anatomies were segmented from medical images and reconstructed to form virtual models, which were then color-coded and rapid prototyped. The resulting PHDMs were used in a medical educational study to evaluate their pedagogical efficacy and in clinical case studies to investigate their utility in surgical planning.

A growing library of 36 PHDMs (including the most common defects) was generated. Results from the educational study showed that the PHDMs enabled uniquely effective learning, and the clinical case studies indicated that the models added value as surgical planning aids.

The education study involved a limited number of students, so future work should consider a larger sample size. The clinical case studies favored use of the PHDMs in surgical planning, but provided only qualitative support.

Workflow optimization is critical for PHDMs to be used effectively in surgical planning because some operations must be performed in emergently.

Because PHDMs have potential to influence surgeons’ actions as surgical planning aids, their use in that context must be thoroughly vetted.

The proposed models represent the first PHDMs that are patient-specific and fully color-coded with a standardized map optimized for the human visual system. The models enhanced medical education and facilitated effective surgical planning in this study.

Beverage serving affects consumers’ taste and price perceptions. Therefore, the correct selection of the presentation cues is essential when a consumer evaluates a product. This study aims to determine how haptic (weight) and visual (colour) cues of drinking vessels affect the taste and price perception of coffee.

The authors created three different experimental designs. Given that coffee is a popular drink among the younger population, the authors invited undergraduate students in the 18–24 age group into this study. The participants tasted the same coffee from cups differ in weight (heavy and normal) and colour (congruent, incongruent and neutral), after which their opinions about the taste and price were recorded.

According to the results, increasing the weight of the cup creates a more positive perception of the smell and density of the coffee. Moreover, coffee served in a heavy cup was perceived to be more expensive than in other cups. The authors also found that incongruent cups received a lower score in all evaluations regarding taste perception. In the final experiment, the authors used the weight and colour manipulations together. According to the participants, the most fragrant coffee was perceived from a heavy and congruent cup.

Small sample is one of the limitations of this study. Future studies could be conducted with bigger and more diverse sample using different kinds of coffee beans.

It will be appropriate for coffee producers to design the cups in light of the said results.

The paucity in the existing literature of sensory marketing studies using hot drinks is remarkable, especially takeaway coffee, which is becoming more popular with an increasing number of coffee chains, and needs to be examined in detail.

The engineering education accreditation (EEA) is a principal quality assurance mechanism. However, at many education institutions, the most labor-intensive work of EEA process is accomplished manually. Without the support of computer and information technology, the EEA process leads to high labor intensity, low work efficiency and poor management level. The purpose of this paper is to build a complex network model and realize an information management system of talent training program for supporting the EEA process.

Based on polychromatic graph (PG), this paper builds a network model of talent training program for engineering specialty. The related information and data are organized and processed in this network model. From the bidirections of top-down and bottom-up, the user requirements are retrieved automatically in logic layer. Together with the specialty of mechanical engineering, the proposed PG-based network modeling method is applied and the corresponding information management system is realized.

The study results show that the PG-based network modeling method takes full advantages of the strong simulation ability of PG to model the complex network system and has some unique merits in formal expression of problem, efficient processing of information and lightweight realization of system. Further, the information management system of talent training program can reduce the tedious human labor and improve the management level of EEA process dramatically.

This paper proposes a PG-based network modeling method, in which the nodes and the edges can be painted by some unified colors to describe the different kinds of activities and the various types of interactions. Theoretically, this modeling method does not distinguish the activities, the interactions and their properties in graphic symbol and the problem size is diminished about a half. Furthermore, this paper provides an effective experience and idea to the education institutions for implementing the engineering education accreditation, increasing the education management efficiency and promoting the talent training quality.

This study aims to understand the specific attributes of a brand’s color identity in an investigation of the relationship between color identity, brand association and other factors, including brand loyalty.

Focus group interviews and open-ended questions were used initially to create items for the survey. After excluding insincere responses, 781 responses to the questionnaire were used for the analysis. Structural equation modeling was performed to test the hypotheses.

The results reveal that sub-factors that comprise the color identity construct are closely related to the components of brand association. All components of brand association, including brand attribution, brand benefits and brand attitude, were shown to have a positive impact on brand self-identification. In turn, brand self-identification was shown to have a positive impact on brand loyalty.

The generalizability of the study’s findings is limited insofar as only three components of the visual identity of the airline company under study – its logo, airplane exteriors and cabin attendants’ uniforms – were used for the color image analysis.

In marketing, color choices play a critical role in building brand identity as they positively affect a company’s brand association in consumers’ minds. Previous studies on airline brands have focused mainly on systematic factors related to service, prices and scheduling.

Regarding brand identity, color is an important factor in visual communication. Among the psychological functions of color, it has a communication function that can most directly and effectively deliver message and meaning of a company to consumers.

This paper describes how the communication of colour specifications between designers and technical production personnel has been improved using calibrated colour and digital networking. The electronic colour communication system known as “Imagemaster”™ is described in which both colour and texture are quantified by calibrated variables. Colour is calibrated by reference to CIE colour co‐ordinates. Imagemaster also uses and if necessary generates a reflectance curve for each object on the screen for use as a production colour specification. A novel colorimetric model of textile textures based on image content is described, which can be used to predict the independent effect of texture as a distinct component of overall colour appearance. Close electronic collaboration between all those contributing to design, product development and production is described. Savings in the complexity, cost and lead‐time for achieving correct colour and technical specifications are reported.

This paper is aimed at examining and critically analyzing systematical literature on wine and cross-modality between the five senses. In particular, the researchers want to highlight the role of multisensory analysis on wine marketing and consumer behavior studies.

This paper is based on a systematic review of literature conducted on peer-reviewed journals.

Results highlight how multisensory analysis of wine is a growing topic insomuch that research on this kind of topic is exploded in the last years. Nevertheless, wine and cross-modality is more analyzed on food science journals than in marketing ones.

The paper examines a field of research moderately explored in order to shed light to the current status of scientific studies and to propose new research questions to develop.