Jianping Huang

The color–flavor incongruency effect in product evaluation and brand perception

Jianping Huang, Xiaoang Wan · Journal of Consumer Behaviour · 2019 · 54 citations

Consumer Uncertainty, Digital Marketing, Consumer Study +24

Influence of virtual color on taste: Multisensory integration between virtual and real worlds

Fuxing Huang, Jianping Huang, Xiaoang Wan · Computers in Human Behavior · 2019 · 53 citations

Cognitive Science, Virtual Color, Virtual Worlds +13

The color-flavor incongruency effect in visual search for food labels: An eye-tracking study

Jianping Huang, Yubin Peng, Xiaoang Wan · Food Quality and Preference · 2020 · 41 citations

Cognitive Science, Eye Tracking, Management +12

From brain variations to individual differences in the color–flavor incongruency effect: A combined virtual reality and resting-state fMRI study

Jianping Huang, Zhao Ping, Xiaoang Wan · Journal of Business Research · 2020 · 38 citations

Cognitive Science, Combined Virtual Reality, Cognitive Dynamics +13

A cross-cultural study of beliefs about the influence of food sharing on interpersonal relationships and food choices

Chujun Wang, Jianping Huang, Xiaoang Wan · Appetite · 2021 · 31 citations

Food Choice, Culture, Cross-cultural Study +7