Does shape in backgrounds matter? Effects of Shape–Taste congruence on product evaluations

While previous studies have examined the correspondence between shape and taste perceptions, the effects of shape–taste congruence on product evaluations remained underexplored. This research investigates whether and when shape–taste congruence in product display background can increase product evaluations. Study 1 shows that shape–taste congruence can intensify product evaluations. Study 2 shows that feelings of pleasantness work as a mediator between shape–taste congruence and product evaluations. Study 3 shows that consumers' design sensitivity moderates the relationship between shape–taste congruence and product evaluations. Our results shed light into shape–taste perception and product display strategy, thus helping marketers and retailers to customize their brand strategy to communicate more effectively to customers.