Abstract Both food image and name are important in advertising and packaging, which means that identifying their effects on consumer preferences is of both conceptual and managerial importance. However, although an increasing body of research currently focuses on the impact of food attributes on consumers, whether the sensory correspondences between food shape and name typeface affect consumer reactions is an under-researched topic. This paper thus comprises five studies to demonstrate the congruence effect between food shape and name typeface, whereby consumers prefer foods with a round (angular) shape that are labeled with a round (angular) name typeface. This shape–typeface congruence effect is driven by the psychological mechanism of processing fluency, which derives from the sensory correspondences between food shape and name typeface. Finally, this study identifies an important boundary condition of the congruence effect, confirming it affects only the consumer response to hedonic and not utilitarian goods. Using multiple foods and typefaces, the findings provide significant implications for processing fluency, sensory correspondences, and food marketing.

中文翻译：

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食物形状和名称字体对消费者食物偏好的一致性影响

摘要 食品形象和名称在广告和包装中都很重要，这意味着确定它们对消费者偏好的影响在概念和管理上都具有重要意义。然而，尽管目前越来越多的研究关注食物属性对消费者的影响，但食物形状和名称字体之间的感官对应是否会影响消费者的反应是一个研究不足的话题。因此，本文包括五项研究，以证明食物形状和名称字体之间的一致性效应，即消费者更喜欢带有圆形（有角）名称字体且带有圆形（有角）名称字体的食物。这种形状-字体一致性效应是由加工流畅性的心理机制驱动的，该机制源自食物形状和名称字体之间的感官对应。最后，本研究确定了一致性效应的一个重要边界条件，确认它仅影响消费者对享乐而非功利商品的反应。使用多种食物和字体，研究结果为处理流畅性、感官对应和食品营销提供了重要意义。