爲什麼你戒不掉巧克力?科學家說:不光是因爲好吃
How much of your chocolate buying is based on taste, and how much is based on the shininess of its wrapping? A new study backs up what we've long suspected – the way chocolate is packaged creates a stronger emotional pull than what it actually tastes like.
你買巧克力有多少是基於口味，又有多少是因爲包裝的絢麗?一項新的研究證實了我們長期以來的猜測——巧克力的包裝方式比它的實際味道更能產生強烈的情感吸引力。
And while the chocolate we buy in the future is mostly dependent on how it tastes, the research suggests, how we perceive that taste on our tongue is influenced to some extent on the way the treat was wrapped up.
研究表明，雖然我們未來會買什麼巧克力主要取決於它的味道，但我們舌頭嚐到的味道在一定程度上受到了包裝的影響。
The team behind the study, from the University of Melbourne in Australia, says their work could be helpful for companies looking for ideas for how to market their products – as well as making us more aware of how we're choosing what to put in our shopping baskets.
來自澳大利亞墨爾本大學的研究團隊表示，他們的研究成果可能有助於企業尋找營銷產品的思路，同時也能讓我們更清楚地意識到，我們是如何選擇加購哪些東西。
"There's a difference in how consumers perceive intrinsic product cues – like flavor, aroma, and texture – which are associated with sensory and perceptual systems, and how they perceive external cues – like packaging materials, information, brand name, and price – which are associated with cognitive and psychological mechanisms," says one of the team, Frank R. Dunshea.
團隊的成員之一Frank R. Dunshea說：“消費者如何感知產品本身的特質——比如味道、氣味和質地——與感官和感知系統相關聯，而他們如何感知產品外在特點,比如包裝材料、信息、品牌、和價格——則與認知和心理機制相關聯，這兩者是不同的”。
"The information provided via packaging can influence customers' expectations and affect their emotional response when their sensory experience confirms or doesn't confirm their initial impression."
“包裝提供的信息會影響顧客的期望，而他們通過檢驗自己的感官體驗是否和初印象保持一致，從而影響他們的情緒反應。”
For this experiment, 75 chocolate tasting volunteers were asked questions based on three conditions: a taste test with no packaging, a look at the packaging with no tasting, and a taste test with the packaging visible.
在這個實驗中，75名巧克力品嚐志願者基於三種測試條件來回答問題：一個只嘗味道不帶包裝的測試，一個不嘗味道只帶包裝的測試和一個既嘗味道又帶包裝的測試。
For the last part, samples of the same chocolate were wrapped in six different packaging concepts – bold, fun, everyday, special, healthy and premium. Participants were asked to rate the taste of the product, the emotions it prompted, and how likely they would be to buy the chocolate in the future.
在最後一個環節，同樣的巧克力樣品的包裝分別對應六個不同的包裝概念——大膽、有趣、日常、特殊、健康和優選。參與者被要求評價產品的味道、吃完的感受，以及他們回購此款巧克力的可能性。
People rated a chocolate's taste lower if the wrapper didn't match what was inside. What's more, when the wrappers mentioned positive words, there was a positive link between liking both the packaging and the taste of the chocolate.
如果包裝和裏面的巧克力不匹配，人們對巧克力的評價就會更低。更重要的是，當包裝上提到積極的詞語時，人們也更容易喜歡此款巧克力的包裝和味道。
