Assessing the influence of shape and sound symbolism on the consumer’s response to chocolate
1 May 2014 | By Charles Spence, Crossmodal Research Laboratory, Oxford University
The new rounded Cadbury’s Dairy Milk chocolate bar has got many consumers agitated because they say it tastes sweeter than the original more rectangular bar. But the company says that the formulation hasn’t changed. Who is right? This furore can perhaps be explained with reference to the literature on shape…