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Do natural pictures mean natural tastes? Assessing visual semantics experimentally

  • Viktor Smith is an Associate Professor at the Department of International Business Communication (IBC), Copenhagen Business School, Denmark. He has a Ph.D. in Language for Special Purposes and Professional Communication from Copenhagen Business School (1992). His primary research interest is words in their capacity as key elements in any manifestation of the complex socio-cognitive mechanism called natural language, and as versatile tools for interacting with and shaping the world around us. In recent research, he addresses words and language in the wider context of multimodal interplay with other carriers of communicational content (images, colours, sensory impressions), and the interface between intended communication and other modes of cognitive activity. At IBC, he is a member of the ROCK (Representing, Organizing, and Communicating Knowledge) research platform and the leader of the FairSpeak Group, which investigates the semiotic complexity of in-store product-to-consumer communication from a fairness perspective.

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    Daniel Barratt is an Associate Professor at IBC, Copenhagen Business School. He has a Ph.D. in cognitive film theory from the University of Kent, UK (2005) and has worked as a postdoc in experimental cognitive psychology at the University of Copenhagen (2006-2009), Copenhagen Business School (2009-2013), and Lund University, Sweden (2012-2013). His research interests include visual communication and film, visual attention and eye movements, theories and models of emotion, and cultural influences on cognitive processes. He teaches courses on both visual communication and cognitive psychology. At IBC, he is a member of both the ROCK research platform and the FairSpeak Group.

    and

    Henrik Selsøe Sørensen is an Associate Professor at IBC, Copenhagen Business School. His primary research interests are language for special purposes and multi-cultural knowledge modelling. Additional research interests include expert-to-layman communication, product-to-consumer communication, translation of Danish and French, machine translation, and language technology. At IBC, he is the head of the ROCK research platform and a member of the FairSpeak Group.

Published/Copyright: May 7, 2015
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Abstract

A widespread assumption in Danish consumer law is that if the package of a food product carries a picture of a potentially taste-giving ingredient (say, a strawberry), then consumers will expect the corresponding taste to stem primarily from that ingredient rather than from artificial flavouring. However, this is not expected to be the case if the packaging carries only a verbal indication of the potential ingredient (say, the word strawberry). We put these assumptions to experimental test. Our goal was to contribute firmer evidence to the legal decision-making in the present field while at the same time providing new perspectives and data to the general theoretical debate on the communicative potential of pictures versus words. Our findings showed that pictures did have an effect on assessments of naturalness that was however marginal compared to that of product type. Moreover, participants’ general level of food knowledge had a significant influence on their expectations about naturalness.

About the authors

Viktor Smith

Viktor Smith is an Associate Professor at the Department of International Business Communication (IBC), Copenhagen Business School, Denmark. He has a Ph.D. in Language for Special Purposes and Professional Communication from Copenhagen Business School (1992). His primary research interest is words in their capacity as key elements in any manifestation of the complex socio-cognitive mechanism called natural language, and as versatile tools for interacting with and shaping the world around us. In recent research, he addresses words and language in the wider context of multimodal interplay with other carriers of communicational content (images, colours, sensory impressions), and the interface between intended communication and other modes of cognitive activity. At IBC, he is a member of the ROCK (Representing, Organizing, and Communicating Knowledge) research platform and the leader of the FairSpeak Group, which investigates the semiotic complexity of in-store product-to-consumer communication from a fairness perspective.

Daniel Barratt

Daniel Barratt is an Associate Professor at IBC, Copenhagen Business School. He has a Ph.D. in cognitive film theory from the University of Kent, UK (2005) and has worked as a postdoc in experimental cognitive psychology at the University of Copenhagen (2006-2009), Copenhagen Business School (2009-2013), and Lund University, Sweden (2012-2013). His research interests include visual communication and film, visual attention and eye movements, theories and models of emotion, and cultural influences on cognitive processes. He teaches courses on both visual communication and cognitive psychology. At IBC, he is a member of both the ROCK research platform and the FairSpeak Group.

Henrik Selsøe Sørensen

Henrik Selsøe Sørensen is an Associate Professor at IBC, Copenhagen Business School. His primary research interests are language for special purposes and multi-cultural knowledge modelling. Additional research interests include expert-to-layman communication, product-to-consumer communication, translation of Danish and French, machine translation, and language technology. At IBC, he is the head of the ROCK research platform and a member of the FairSpeak Group.

Acknowledgments

The authors are indebted to Laila Asif, David de la Puente Kristiansen, Kristina Skydsgaard, and Françoise Qvistgaard for assisting with the data collection, to the management of SuperBest in Viby Sjælland, Denmark, for allowing us to conduct the experiment in their store, and to colleagues at several departments across Copenhagen Business School, Denmark, and Lund University, Sweden, for valuable comments on our research design as the work progressed. The research was co-funded by the Programme Commission on Health, Food, and Welfare under the Danish Council for Strategic Research, Grant No 09-061379/DSF.

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Published Online: 2015-5-7
Published in Print: 2015-5-1

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