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Research News Details

Where value comes from?

The brain integrates various sensory inputs and evaluates the item or environment by referring to knowledge and memory, but the process is still full of mysteries. Various behavioral experiments and neural measurements have revealed the mysterious reality.

201809.13 Crossmodal correspondences between feeling warm and light colors influence consumer behavior(paper accepted) Posted in RESEARCH

Consumers are often surrounded by somatosensory (e.g., warmth) and visual (e.g., color) information. This study revealed the existence of crossmodal correspondences between feeling warm and light colors, and such crossmodal correspondences influenced consumer behavior. These findings were just accepted at Food Quality and Preference.(Motoki)