Impact of gastrophysics in food advertising on marketing strategies

Purpose The purpose of this study is to determine how the elements of color, shape and sound in advertisements encourage individuals to engage in purchasing behavior. Design/methodology/approach Based on this, chocolate was selected as an example and has been used in an experimental design method. A preliminary study was conducted. About 50 people were surveyed online. The survey first identified the basic taste associated with chocolate, followed by the color, shape and music associated with that taste. The data obtained from the preliminary research were subjected to word cloud and code-subcode map analyses in the Maxqda 24 program and frequency analysis in the SPSS 26 program. About five films created because of the preliminary research conducted to determine the features that consumers expect from chocolate were watched by 75 participants. The results obtained were subjected to frequency, one-way ANOVA, dependent sample t-test and multiple linear regression analyses in the SPSS 26 program. Findings The shape of the chocolate had no effect on the perception of sweetness. Additionally, among the elements found to affect the perception of sweetness, it was concluded that sound had the most significant impact. Originality/value The originality of this study stems from the fact that it examines the interaction between sensory perception in the field of gastrophysics, which has a limited number of studies in the literature and advertising, one of the marketing strategies, using experimental methods.