Abstract
The visual search for product packaging involves intricate cognitive processes that are prominently impacted by learned associations derived from extensive long-term experiences. The present research employed EEG technology and manipulated the color display of reference pictures on beverage bottles to explore the underlying neurocognitive pathways. Specifically, we aimed to investigate the influence of color-flavor association strength on the visual processing of such stimuli as well as the in-depth neural mechanisms. The behavioral results revealed that stimuli with strong association strength triggered the fastest response and the highest accuracy, compared with the stimuli with weak association strength and the achromatic ones. The EEG findings further substantiated that the chromatic stimuli evoked a more pronounced N2 component than achromatic ones, and the stimuli with strong association strength elicited larger P3 and smaller N400 amplitudes than the ones with weak association strength. Additionally, the source localization using sLORETA showed significant activations in the inferior temporal gyrus. In conclusion, our research suggests that (1) color expectations would guide visual search process and trigger faster responses to congruent visual stimuli, (2) both the initial perceptual representation and subsequent semantic representation play pivotal roles in effective visual search for the targets, and (3) the color-flavor association strength potentially exerts an impact on visual processing by modulating memory accessibility.