The effect of packaging, branding and labeling on the experience of unhealthy food and drink: A review

Abstract

Extrinsic information, such as packaging, branding and labeling, can significantly alter our experience of food and drink through a process of 'sensation transfer', in which extrinsic attributes are transferred to our sensory perception of a product. The aim of this review was to summarize the literature on sensation transfer for unhealthy food and drink and to investigate personal factors that may influence its occurrence. Seventy-eight studies in 69 articles, published between 1966 and 2014 were identified which evaluated sensation transfer. Sixty-five of the 78 studies found an effect of extrinsic information on taste and/or hedonic outcomes, providing strong evidence for sensation transf..