Cup colour influences consumers’ expectations and experience on tasting specialty coffee

The present study was designed to investigate the effect of the colour of the cup on sensory and hedonic judgments of specialty coffee by consumers. Altogether, 457 participants took part in one of three experiments. Crossmodal correspondences between the colour of the cup (i.e., an extrinsic cue) and the taste profile of the coffee served (i.e., the contents) were manipulated. Congruent and incongruent colour × taste pairings were created by using four cup colours (white, pink, yellow, and green) and two coffee profiles (sweet Brazilian and acidic Kenyan) to assess whether these manipulations would affect pre-and/or post-tasting ratings. Participants first rated their expectations of sweetness and acidity, and subsequently, their experience of those attributes on tasting the coffees, as well as rating their liking. The results revealed that the colour of the cup exerted a significant influence on both pre- and post-tasting ratings for all attributes measured. Liking ratings significantly decreased in incongruent pairing conditions – which also increased the unexpected acidity of the Kenyan coffee when tasted from the pink cup. Taken together, these results demonstrate for the first time that the colour of the cup significantly impacts sensory and hedonic judgements of specialty coffee. Our results also show that the contrast between expected and actual experience can result in a negative hedonic response and the enhancement of the unexpected sensory attribute. Implications for the development of coffee cups that can enhance the drinking experience are highlighted.     

Haptic exploration of plateware alters the perceived texture and taste of food

We report two naturalistic citizen science experiments designed to highlight the influence of the texture of plateware on people’s rating of the mouthfeel and taste of food (specifically, biscuits) sampled from that plateware. In the first experiment, participants tasted a biscuit from a pair of plates, one having a rough and the other a smooth finish. In the second experiment, participants tasted biscuits and jelly babies; participants rated the mouthfeel and taste of the two foodstuffs. The results both confirm and extend previous findings suggesting that haptically and visually perceived texture can influence both oral-somatosensory judgments of texture as well as, in this case, the reported taste or flavour of the food itself. The crossmodal effects reported here are explained in terms of the notion of sensation transference. These results have potentially important implications for everything from the design of the tactile aspects of packaging through to the design of serviceware in the setting of the restaurant.     

The association between the colour of a container and the liquid inside: An experimental study on consumers’ perception,expectations and choices regarding mineral water

Multisensory interactions have been shown to affect food and beverage perception. Here we investigated if the colour of a plastic cup can affect the perception and expectation of the mineral water that is served in it. In Experiment 1, the participants were required to evaluate freshness, pleasantness, level of carbonation, and lightness of 3 different kind of mineral water (natural, slightly carbonated and carbonated) using visual analogue scales. The water was served in white, red, and blue plastic cups. In Experiment 2, we investigated the participants’ expectations regarding the water served in the same coloured plastic cups without tasting the liquid. In Experiment 3, we investigated if the participants chose to drink a given kind of water when served in a plastic cup of a specific colour. The results of Experiment 1 showed that people perceived mineral water as more carbonated when contained in a red or blue plastic cup, than when contained in a white cup. In Experiment 2, the participants expected the sparkling water contained in a blue cup to be less carbonated than the same water contained in a red or white cup and the slightly carbonated water more carbonated when served in a white or red cup with respect to the blue cup. Moreover, people expected the water to be fresher when contained in a white cup than in a red cup. In Experiment 3, the participants preferentially chose a white plastic cup to taste still water and blue or red cup to taste slightly sparkling water. These results clearly demonstrate that people’s perceptions, expectations, and choices regarding mineral water are differently modulated by the colour of the container where the liquid is served. The present study has important implications not only for understanding the multisensory interactions affecting beverage perception, but also for marketing and packaging design purposes.     

Colour and shape of design elements of the packaging labels influence consumer expectations and hedonic judgments of specialty coffee

Packaging plays an important role on attracting the consumers’ attention and creating hedonic and sensory expectations, which may affect actual product experience. The present study aimed at investigating whether the colour and/or shape of design elements of packaging labels would influence sensory and hedonic judgments of specialty coffee by amateur consumers. Participants (n = 174) first evaluated their expectations of coffee acidity and sweetness by looking at the coffee package, and subsequently, their experience of the same attributes when tasting a cup of coffee, in addition to rating their liking and purchase intent. The experiment followed a 2 × 2, between-subject design for label type (green or pink, round or angular), and the same coffee was served to all participants. Multivariate analysis of variance was conducted in order to assess main effects of colour and shape of the design elements of the packaging labels as well as interactions on sensory and hedonic ratings. Both colour and shape significantly affected consumers’ sensory expectations (pre-tasting ratings) regarding the specialty coffee, but they had no significant effect on post-tasting (actual perception) sensory ratings. Interactions between colour × shape were found to affect the hedonic measures. The coffee associated with the congruent labels (i.e., angular/green or the round/pink) received higher liking and purchase intent ratings than the one associated with the incongruent labels (i.e., angular/pink and the round/green). The implications of these results for the design of coffee packaging that convey some functional benefit as well as possible directions for future research are discussed.     

Assessing the influence of the coffee cup on the multisensory tasting experience

This review summarizes the latest evidence concerning the impact of the colour, shape, texture, weight, and other material properties of the drinking receptacle on the perception of coffee. The colour of the cup, for instance, has been shown to prime notions of sweetness (e.g., pink cup) or acidity (e.g., yellow or green cup) that may carry over to influence the tasting experience. Meanwhile, the shape and surface feel of the drinking vessel have also been shown to exert a profound influence over the perceived aroma/taste of coffee. Given that the various sensory attributes of the drinking vessel can exert such a striking influence over the drinking experience, the challenge, moving forward, is to optimize the design of the receptacle in order to enhance the multisensory tasting experience for the consumer. Given that different styles/varieties of specialty coffee have different dominant/desirable qualities (e.g., acidity/sweetness), in the future, the design of coffee cups may need to be customized for different coffee drinking experiences (e.g., origin or roast), much as seen in the world of fine wine (with different glasses for different grape varieties).     

An investigation on the appropriateness of chocolate to match tea and coffee

The aim of this study was to provide some recommendations for selecting a befitting tea and coffee to match chocolate with different cocoa contents. Three coffee samples (chocolate flavored, vanilla flavored and unflavored coffee), four tea samples (black tea, green tea, vanilla flavored tea and citrus flavored tea) and three chocolates (30%, 70%, and 99% cocoa) were hedonically rated by eighty regular chocolate consumers. The beverages were then paired with each chocolate, and the consumers were asked to indicate the hedonic liking of the resulting pairings, and to indicate whether the chocolate or beverage flavor dominated the pairing flavor. This study showed that liking of chocolate and coffee pairings and chocolate and tea pairings significantly varied (p < 0.001) across samples. Consumers preferred pairings with 30% cocoa and 70% cocoa chocolate to pairings with 99% cocoa chocolate. Overall, coffee is significantly (p < 0.001) preferred to tea as a chocolate partner.Chocolate and beverage pairing liking was biased by the liking of the beverage tasted alone, the liking of chocolate tasted alone, beverage type, chocolate type and the level of flavor match between chocolate and tea or coffee in a given pairing. When chocolate and beverage flavor balanced out in a given pairing, chocolate and coffee/tea pairings were significantly preferred by the consumers. A significant decrease in acceptance was observed when beverage or chocolate flavor dominated the flavor of the pairing, much more so when the chocolate flavor dominated the pairing flavor. However consumers don't enjoy any preferred chocolate with any preferred tea or coffee because some flavors match better than do others. Indeed, consumers formulate their hedonic responses taking into consideration what flavors go well together more than they rely exclusively on their hedonic judgments of the chocolates, the teas, and the coffees tasted alone.     

Does taste sensitivity matter? The effect of coffee sensory tasting information and taste sensitivity on consumer preferences

Product sensory information, an external cue, could greatly influence consumer enjoyment of hedonic products like coffee. The question is what type of sensory information, subjective (e.g., aroma, flavor and body) or objective (e.g., origin, varieties and production practices), has a higher impact on consumer product experience accounting for heterogeneous taste sensitivity. We examine this question using a between-subject experiment where participants were either given subjective, objective or no sensory information of a specialty coffee. Participants were classified as either supertasters or other tasters using the 6-n-propylthiouracil (PROP) paper strip. The results indicate that, compared to objective sensory information and no information, subjective sensory information results in a higher taste rating and a higher preference level for the coffee. More importantly, subjective information positively influences PROP supertasters’ purchase likelihood for coffee, without necessarily affecting their bitterness perception of the coffee tasted.     

Consumer perception of astringency in clear acidic whey protein beverages

Acidic whey protein beverages are a growing component of the functional food and beverage market. These beverages are also astringent, but astringency is an expected and desirable attribute of many beverages (red wine, tea, coffee) and may not necessarily be a negative attribute of acidic whey protein beverages. The goal of this study was to define the consumer perception of astringency in clear acidic whey protein beverages. Six focus groups (n=49) were held to gain understanding of consumer knowledge of astringency. Consumers were presented with beverages and asked to map them based on astringent mouthfeel and liking. Orthonasal thresholds for whey protein isolate (WPI) in water and flavored model beverages were determined using a 7-series ascending forced choice method. Mouthfeel/basic taste thresholds were determined for WPI in water. Acceptance tests on model beverages were conducted using consumers (n=120) with and without wearing nose clips. Consumers in focus groups were able to identify astringency in beverages. Astringency intensity was not directly related to dislike. The orthonasal threshold for WPI in water was lower (P < 0.05) than the mouthfeel/basic taste threshold of WPI in water. Consumer acceptance of beverages containing WPI was lower (P < 0.05) when consumers were not wearing nose clips compared to acceptance scores of beverages when consumers were wearing nose clips. These results suggest that flavors contributed by WPI in acidic beverages are more objectionable than the astringent mouthfeel and that both flavor and astringency should be the focus of ongoing studies to improve the palatability of these products.     

咖啡味觉量化的初步研究

为了实现咖啡味觉指标的量化,比较不同风味市售咖啡的味觉差异,本研究选择雀巢和伯郎两大品牌共10种口味的咖啡,利用TS-5000Z味觉分析系统,从酸、甜、苦、鲜、咸、涩以及苦味回味、涩味回味和鲜味回味（即丰富度）等9个味觉指标对样品进行评价,并结合感官排序法,验证仪器测试与口尝实验的一致性。结果表明,所选咖啡的味觉差异主要体现在酸味、甜味、咸味、鲜味和丰富度上,雀巢特浓和香醇的酸味最弱,甜味和鲜味最大,七种伯朗咖啡的味觉差异相对较小,结合感官评价,雀巢每种口味都有较为突出的特点,伯朗则变化较小。电子舌测试与感官评价值的拟合度较高（R2均大于0.8）,并且提高了对样品的区分性和味觉指标的灵敏度,可以充分量化咖啡饮料的各项味觉指标,明确产品味觉特点,对产品的研发、改进或升级提供数据支持,也是产品品质评价的有效工具。      

Color Halo/Horns and Halo-Attribute Dumping Effects within Descriptive Analysis of Carbonated Beverages

ABSTRACT:  Training panelists to focus on and evaluate a specific set of attributes is difficult. While every attempt is made to eliminate bias, such as methodology, panel influence, and product differences, unknown halo/horns effects may still influence the data collected. The objectives of this research were to (1) determine if a halo/horns effect of color exists in evaluating commercial cola and lemon/lime flavored carbonated beverages, and (2) determine if a halo-attribute dumping effect on mouthfeel attributes exists by aroma, aroma-by-mouth, taste, and afterfeel attributes. Ten panelists were trained to describe aroma, aroma-by-mouth, mouthfeel, taste, and afterfeel attributes of carbonated beverages. Each of the 6 carbonated beverages was evaluated by 3 treatments: (1) as is , (2) mix no color , and (3) mix with color . In the 1st set of product evaluations, all products were evaluated for mouthfeel attributes alone. In the 2nd of product evaluations, all products were evaluated for aroma, aroma-by-mouth, mouthfeel, taste, and afterfeel attributes. Color halo/horns effects were shown on mouthfeel intensity scores of lemon/lime carbonated beverages when caramel color was added. Adding caramel color significantly increased (halo effect) perceived body and mouthcoating and significantly decreased (horns effect) bite, burn, numbing, and carbonation attributes. A halo-attribute dumping effect was observed when mouthfeel attributes were rated exclusively compared to when other attributes in the modalities of aroma, aroma-by-mouth, taste, and afterfeel were rated in addition to mouthfeel attributes. Perceived intensities of bite, burn, numbing, and astringent attributes significantly increased (halo-attribute dumping) when rated alone compared to when all attributes were rated.     

Quality of Sour Cream Packaged in Cups with Different Light Barrier Properties Measured by Fluorescence Spectroscopy and Sensory Analysis

ABSTRACT:  In this study, photooxidation of sour cream packaged in cups with different light barrier properties was investigated. The sour cream was light exposed for 36 h with a standard fluorescent light tube, simulating storage conditions in many Norwegian grocery stores. Three different cups were evaluated: a white cup, a cup with medium light barrier (LB), and a cup with high LB. The quality of the sour cream was evaluated by sensory analysis and front face fluorescence spectroscopy. The sour cream stored in white cups became very rancid during the light exposure, with a rancid flavor score of 7.8 on a scale from 1 to 9, where 9 is the highest intensity. Cups with high LB gave best protection against the light. The sensory assessors could not distinguish between sour cream stored in cups with high LB and sour cream stored in the dark. The rancid flavor intensity for the cups with medium LB was significantly different ( P  < 0.05) from both the white cup and the cup with high LB. The sensory flavor intensities indicated that with 36 h of light exposure, only a cup with high LB will protect the sour cream sufficiently. The fluorescence measurements corresponded well with the sensory analysis as the photosensitizers were somewhat degraded for sour cream stored in cups with medium LB and most degraded in the white cups. For the cups with high LB, the fluorescence peaks that originated from the photosensitizers were all intact.
PRACTICAL APPLICATION: Dairy products such as sour cream will develop off-odor and taste faults ("sunlight taste") in a few hours if exposed to sufficient fluorescent lightning in the grocery stores. A light barrier can be incorporated in the packaging material to protect the dairy products from the light. Our experiment showed that the incorporation of a black pigment into 1 of the 3 plastic layers in the cup for packaging of sour cream protected the sour cream from degradation when exposed to light.     

Preference Mapping of Lemon Lime Carbonated Beverages with Regular and Diet Beverage Consumers

The drivers of liking of lemon‐lime carbonated beverages were investigated with regular and diet beverage consumers. Ten beverages were selected from a category survey of commercial beverages using a D‐optimal procedure. Beverages were subjected to consumer testing (n = 101 regular beverage consumers, n = 100 diet beverage consumers). Segmentation of consumers was performed on overall liking scores followed by external preference mapping of selected samples. Diet beverage consumers liked 2 diet beverages more than regular beverage consumers. There were no differences in the overall liking scores between diet and regular beverage consumers for other products except for a sparkling beverage sweetened with juice which was more liked by regular beverage consumers. Three subtle but distinct consumer preference clusters were identified. Two segments had evenly distributed diet and regular beverage consumers but one segment had a greater percentage of regular beverage consumers (P < 0.05). The 3 preference segments were named: cluster 1 (C1) sweet taste and carbonation mouthfeel lovers, cluster 2 (C2) carbonation mouthfeel lovers, sweet and bitter taste acceptors, and cluster 3 (C3) bitter taste avoiders, mouthfeel and sweet taste lovers. User status (diet or regular beverage consumers) did not have a large impact on carbonated beverage liking. Instead, mouthfeel attributes were major drivers of liking when these beverages were tested in a blind tasting. Practical Application : Preference mapping of lemon‐lime carbonated beverage with diet and regular beverage consumers allowed the determination of drivers of liking of both populations. The understanding of how mouthfeel attributes, aromatics, and basic tastes impact liking or disliking of products was achieved. Preference drivers established in this study provide product developers of carbonated lemon‐lime beverages with additional information to develop beverages that may be suitable for different groups of consumers.     

To see is to hold: Using food surface textures to communicate product healthiness

In this paper, we test whether the evaluation of food healthiness is affected by tactile surface qualities that are seen but not touched. Furthermore, we explored if visually based tactile surface cues influence perception more or less depending on whether they are explicitly or implicitly presented. Participants were shown 3 implicitly and 3 explicitly textured biscuits that were identical apart from the surface texture. The surfaces were either smooth, medium or rough and were rated on perceived healthiness. Additionally, the biscuits were rated on tastiness, likelihood of purchase, crunchiness and chewiness, aspects that can affect consumer choice outcomes. A pattern emerged whereby implicit surface textures affected perception more than explicit textured surfaces. Specifically, perceived product healthiness was greater for medium textured implicit surfaces. Thus, it seems that food healthiness is influenced by cross-sensory cues. Implicitly rough textures were found to be perceived as crunchier. Determining food properties usually relies on exposing receptors within the mouth to the components of ingested food. However, we demonstrate here that properties such as crunchiness also can be dependent on surface texture. The findings can be used to encourage consumers to purchase healthier food products.     

Fat Concentration Affects Sweetness and Sensory Profiles of Sucrose, Sucralose, and Aspartame

The sensory characteristics of sucralose, aspartame, and sucrose were studied in an unflavored lipid model system varying in fat levels. One study investigated the effects of fat on the potencies (vs. sucrose) of sucralose and aspartame. We also examined absolute changes in all three sweeteners in taste, temporal, and mouthfeel properties at fiied concentrations across a wide fat range. Results indicated a modest decrease in the potencies of sucralose and aspartame across fat concentrations, especially at lower sweetness levels. All sweeteners responded similarly to changes in fat concentration. Independent of fat level, sucralose was perceived more similar to aspartame in onset, bitterness, and aftertaste, than to sucrose.