Abstract The present research included two field studies investigating, firstly, the effects of round and angular typefaces on taste expectations and, secondly, how such expectations may have downstream effects on naturalistic consumer choice. A taste experiment conducted at a science festival asked participants (N = 125) to rate the expected and actual sweetness and sourness of beer served from plastic cups labelled with either angular or round typeface. Effects of typeface were found on both taste expectations and perceived taste, but in opposite directions; participants rated the expected sourness of a beer as higher in the round (vs. angular) typeface condition, whereas they rated perceived sourness as lower in the round compared to the angular typeface condition. A follow-up field study conducted at a beer bar tested whether different typefaces on a beer board would affect actual beer choices. Data consisted of beer transactions (N = 1,952) and included the monetary amount, and the specific style, and size of beer purchased. The results showed that average transaction amount was lower in the round (vs. angular) typeface condition, and that customers purchased more sour beer options in this condition. These findings support a crossmodal compensation account, and suggest that round typefaces could increase choices of contrasting sour products. Hence, marketers may want to consider how typefaces can either enhance or diminish certain tastes.

中文翻译：

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见甜选酸：字体对消费者选择行为的补偿效应

摘要 本研究包括两项实地研究，首先调查圆形和有角字体对口味期望的影响，其次，这些期望如何对自然消费者选择产生下游影响。在科学节上进行的一项味觉实验要求参与者 (N = 125) 对从标有角形或圆形字体的塑料杯中供应的啤酒的预期和实际甜味和酸味进行评分。字体对口味期望和感知口味都有影响，但方向相反；参与者认为圆形（与有棱角的）字体条件下啤酒的预期酸味较高，而与有棱角的字体条件相比，他们认为圆形中的感知酸味较低。在啤酒吧进行的后续实地研究测试了啤酒板上的不同字体是否会影响实际的啤酒选择。数据由啤酒交易 (N = 1,952) 组成，包括货币金额、特定风格和所购买啤酒的大小。结果表明，圆形（与角形）字体条件下的平均交易金额较低，并且客户在这种条件下购买了更多的酸啤酒选项。这些发现支持跨模式补偿帐户，并表明圆形字体可以增加对比酸味产品的选择。因此，营销人员可能想要考虑字体如何增强或减弱某些品味。和购买的啤酒大小。结果表明，圆形（与角形）字体条件下的平均交易金额较低，并且客户在这种条件下购买了更多的酸啤酒选项。这些发现支持跨模式补偿帐户，并表明圆形字体可以增加对比酸味产品的选择。因此，营销人员可能想要考虑字体如何增强或减弱某些品味。和购买的啤酒大小。结果表明，圆形（与角形）字体条件下的平均交易金额较低，并且客户在这种条件下购买了更多的酸啤酒选项。这些发现支持跨模式补偿帐户，并表明圆形字体可以增加对比酸味产品的选择。因此，营销人员可能想要考虑字体如何增强或减弱某些品味。