The integration of visual and oral somatosensory information: How color intensity impacts temperature and texture perceptions of food products

The bridging between consumer science, sensory marketing and sensory science becomes in-creasingly important in order to gain a profound understanding of the effects of sensory in-formation and interactions between sensory modalities on consumer responses. While visuo-tactile integration, i.e. the integration of visual information with haptic information, has re-ceived some scientific attention in recent years, the integration of visual with oral somatosen-sory information has not been in the scientific focus yet. The present paper concentrates on the effects of color intensity of a food product on expected and perceived product temperature and texture. Moreover, we investigate the existence of a (visually induced) temperature-premium effect and serving temperature bias as possible side effects with a notable impact on consumer behavior.