The Role of Taste–Shape Correspondences and Semantic Congruence in Product Preference and Taste Expectations

People infer the taste of products based on semantic knowledge (e.g., associations with the category and brand elements). They also link shape features with certain taste qualities through inherent associations commonly referred to as crossmodal correspondences. This research examined how shape features influence the evaluation of familiar and unfamiliar products, and thus varying levels of semantic knowledge. Participants evaluated the expected taste, familiarity, liking, and willingness to purchase products with curved and angular logos presented with sweet, bitter, and neutral characteristics, as well as unfamiliar products. The results of Experiment 1 indicated that the curved logos were preferred and associated with greater sweetness, while the angular logos were less preferred and associated with bitterness. However, in Experiment 2, these differences disappeared when the logos were presented with packages of familiar (sweet, bitter, and neutral) and unfamiliar products. In Experiment 3, the expected tastes for the logos were more pronounced when they were framed as representing new or unfamiliar products than sweet and bitter familiar products. The difference in expected sweetness between curved and angular logos was greater for new or unfamiliar products than for familiar sweet products, and the same pattern was found for expected bitterness. Together, these results suggest that feature-based expectations of taste are absent or less pronounced when semantic knowledge about the products is greater.