Influence of expectation violation on the subsequent label search

Huang, Jianping; Shi, Yufeng; Wan, Xiaoang

doi:10.1016/j.foodqual.2022.104622

Cited by 4 publications

(3 citation statements)

References 46 publications

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“…The aim of this study is to explore how the association between packaging color and label formed through long-term and short-term associative learning will influence product search based on expectations and guides expectation update. We successfully replicated previous results in the long-term condition (Huang et al, 2022) and also found a significant main effect of previous target in the short-term association, suggesting that the previous target has an impact on subsequent search. Therefore, we found similar behavioral patterns in both association conditions.…”

Section: Discussionsupporting

confidence: 87%

“…In our study, we found a significant two-way interaction effect between previous target and search repetition. Based on a series of previous studies (Huang et al, , 2021(Huang et al, , 2022, we have proposed the expectation violation hypothesis to explain the responses in the color-flavor incongruent condition. According to this hypothesis, when consumers encountered a product with an incongruent package, it violated their prior expectations based on associative learning and caused prediction error.…”

Section: Discussionmentioning

confidence: 99%

“…Relevant research on prediction errors in different domains demonstrated that prediction error can trigger neural responses and are necessary for updating expectations (Preuschoff et al, 2008;Gläscher et al, 2010;Exton-McGuinness et al, 2015). Huang et al (2022) investigated inter-trial effects in the context of a color-flavor incongruent effect and found that repeated searches between trials moderated the magnitude of the color-flavor incongruency effect.…”

Section: Introductionmentioning

confidence: 99%

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Influence of prediction error on the subsequent search: Different associations guide expectation update

Jiang,

LiuMengying,

Huang

2023

Preprint

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Previous studies have suggested that based on the presence of prediction error, the expectation will update, which subsequently affect the search efficiency of the target. However, the prediction processing under different associations remain unclear. The purpose of this study is to explore whether long-term and short-term associations formed by association learning result in participants generating expectations during product search and have similar effects on subsequent trials. We further record the EEG activity during participants’ search tasks, examined by the event-related potential (ERP). Two event-related potential (ERP) components (CNV and N2) were analyzed, which represent proactive and reactive cognitive control respectively. These results revealed different cognitive control mechanism that long-term associations facilitate expectation update through proactive control, whereas reactive cognitive exhibited a more prominent role in the short-term associations condition. The results of this study will contribute to our comprehension of how different associations guide expectation update and further provide evidence for conflict-control theory.

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Section: Discussionsupporting

confidence: 87%

Section: Discussionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Influence of prediction error on the subsequent search: Different associations guide expectation update

Jiang,

LiuMengying,

Huang

2023

Preprint

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Novel Colors in Packaging: Boosting Consumers Learning Through Greater Expectation Violation

Lin,

Ji,

Liu

et al. 2024

J of Consumer Behaviour

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Companies often change product packaging colors to drive innovation and boost sales. However, these changes may violate expectations, resulting in inconsistent associations between new colors and original labels. It remains unclear whether consumers can learn these new associations. This study delved into the effect of expectation violation on consumer learning of color–label (flavor/brand) associations by varying the degree of violation between colors (adjacent and complementary) and labels. To assess associative strength, we compared learning effects under strong (color–flavor) and weak (color–brand) associations. Experiment 1 demonstrated higher accuracy in the visual search for packaging with complementary colors after learning. It was supported in Experiment 2. Between experiments, weaker associations showed greater improvement in response times (RTs). Our results suggest greater expectation violation in packaging color enhances associate learning. However, entrenched strong associations may impede the formation of new ones. These findings advance expectation violation theories and guide companies in using packaging color changes to innovate. Taking complements violating expectations can facilitate consumer learning.

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Influence of exposure to novel food packaging on consumers’ adoption of innovative products

Guo,

Huang,

Wan

2024

Food Quality and Preference

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Influence of expectation violation on the subsequent label search

Cited by 4 publications

References 46 publications

Influence of prediction error on the subsequent search: Different associations guide expectation update

Influence of prediction error on the subsequent search: Different associations guide expectation update

Novel Colors in Packaging: Boosting Consumers Learning Through Greater Expectation Violation

Influence of exposure to novel food packaging on consumers’ adoption of innovative products

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