Dipayan Biswas

Biographic Data

ID3793226
NAMEDipayan Biswas
GIVEN NAMESDipayan
FAMILY NAMEBiswas
SIGNATUREBISWAS D
AFFILIATIONSUniversity of South Florida
ORCID0000-0002-6015-8585
VERIFIEDYes
TOTAL WORKS11
TOTAL CITATIONS22
WORKS AS AUTHOR11
WORKS AS EDITOR0
FIRST PUBLICATION YEAR2002
LATEST PUBLICATION YEAR2025
H-INDEX3

  • Looking Versus Tasting

    Open AccessCourtney Szocs, Dipayan Biswas et al.ARTICLEPsychological Reports2025

    Food healthiness is often an important factor in deciding what to eat and how much. When evaluating healthiness, individuals may have access to only visual information, such as when they see food on display at a store/restaurant or see a food image on a package, menu, or store/restaurant website. However, in other contexts, individuals may have access to multisensory information through product sampling (e.g., grocery stores, food courts). Would …

  • What’s in a “Happy” Meal? The Effects of Smiley Faces in Restaurant Logos on Price and Healthfulness Perceptions

    Annika Abell, Leah Smith et al.ARTICLEJournal of Advertising2024

    Annika Abella* , Leah Smithb & Dipayan Biswasc a University of Tennessee, Knoxville, Tennessee, USAb University of Arkansas, Fayetteville, Arkansas, USAc University of South Florida, Tampa, Florida, USA

  • Contextual effects of color on food choices

    Open AccessCourtney Szocs, Annika Abell et al.ARTICLEJournal of Consumer Psychology2024References: 3

    This research examines how red ambient color in restaurants/cafeterias influences food choices. Prior research shows that red directly related to a food product (such as on nutrition labels or plates/cups) leads to avoidance of unhealthy foods. Yet, many successful fast‐food restaurants (e.g., McDonald's and Dairy Queen) use red in their ambiance, suggesting that in the context of food/eating, ambient red may have a different meaning than product…

  • Curvy Digital Marketing Designs

    Open AccessDipayan Biswas, Annika Abell et al.ARTICLEJournal of Consumer Research2024References: 62

    With the growing prevalence of digital platforms for online shopping, advertising, and marketing activities in general, it is imperative to better understand how designs of virtual elements on digital interfaces influence click behavior. Websites and online advertisements contain virtual elements such as call-to-action buttons, images, and logos. This research examines how curved versus sharp angled shapes of virtual elements in online ads and on…

  • A Mixed-methods Study to Understand Food Environments and Grocery Shopping Patterns of Community Residents in Underserved Neighborhoods in Tampa, Florida

    Heewon L Gray, Jessica H Berumen et al.ARTICLEEcology of Food and Nutrition2021

    A mixed methods study was conducted to better understand food access, food retail store environment, and perspectives of community residents on their grocery store shopping patterns and access to healthy foods in underserved, predominantly African American neighborhoods. GIS mapping, grocery store observations (n = 4), a food access and grocery store environment survey (n = 126), and focus groups (n = 48) were used. The results indicate that thes…

  • Extending the Boundaries of Sensory Marketing and Examining the Sixth Sensory System

    Open AccessDipayan Biswas, Courtney Szocs et al.ARTICLEJournal of Consumer Research2019Cited by: 5References: 61

    Prior research has examined the role of the traditional five sensory systems (visual, olfactory, haptic, auditory, and gustatory) and how they influence food evaluations. This research extends the boundaries of sensory marketing by examining the effects of the vestibular system, often referred to as the "sixth sensory system," which is responsible for balance and posture. The results of six experiments show that vestibular sensations related to p…

  • Healthy-Left, Unhealthy-Right

    Marisabel Romero, Dipayan BiswasARTICLEJournal of Consumer Research2016Cited by: 11References: 44

    Would laterally displaying a healthy item to the left versus right of an unhealthy item influence choice and consumption? The results of seven studies demonstrate that displaying healthy items to the left (vs. right) of unhealthy items enhances preference for the healthy options. In addition, consumption volume of a healthy item (vis-à-vis an unhealthy item) is higher when it is placed to the left (vs. right) of the unhealthy item. We propose tha…

  • Esthetics

    Open AccessCourtney Szocs, Dipayan BiswasCHAPTERWiley Encyclopedia of Management2015

    This article defines esthetics and briefly explains how they affect consumers. The authors briefly discuss esthetic product features and how consumers respond to and evaluate these features. The importance of esthetics to marketing managers is also mentioned.

  • Sensory Marketing

    Open AccessDipayan Biswas, Courtney SzocsCHAPTERWiley Encyclopedia of Management2015

    This article defines sensory marketing and links sensory marketing to consumer behavior. The authors briefly discuss the process through which sensory cues influence consumers. In addition, the authors provide examples of sensory marketing tactics and how they influence consumers' perceptions, judgments and behaviors.

  • Something to Chew On

    Dipayan Biswas, Courtney Szocs et al.ARTICLEJournal of Consumer Research2014Cited by: 6References: 51

    This research examines how oral haptics (due to hardness/softness or roughness/smoothness) related to foods influence mastication (i.e., degree of chewing) and orosensory perception (i.e., orally perceived fattiness), which in turn influence calorie estimation, subsequent food choices, and overall consumption volume. The results of five experimental studies show that, consistent with theories related to mastication and orosensory perception, oral…

  • Psychometric Properties of Shortened Versions of the Automatic Thoughts Questionnaire

    Open AccessRichard G Netemeyer, Donald A Williamson et al.ARTICLEEducational and Psychological…2002

    Measures of depression are increasingly being used as outcomes or predictors by organizational and consumer psychologists. One such measure is the Automatic Thoughts Questionnaire (ATQ). However, questions about the 30-item ATQ’s factor structure and its length for use in survey research remain. The authors offer 15-and 8-item shortened versions of the ATQ. Two samples ( n = 434 and n = 419) were used to derive the reduced versions. A single fact…