Sensory Incongruity in the Food and Beverage Sector
DOI:
https://doi.org/10.1558/ppc.28642Keywords:
food marketing, sensory faculties, incongruity, expectation, sensory stimulation, food packaging and labellingAbstract
This paper looks at possible reasons for the intentional (or, on occasion, accidental) use of sensory incongruity (confounded expectations) which has become increasingly common in the food and beverage sectors in recent years.References
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