Beverage perception and consumption: The influence of the container on the perception of the contents |
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| Affiliation: | 1. Crossmodal Research Laboratory, Department of Experimental Psychology, University of Oxford, UK;2. Department of Psychology, School of Social Sciences, Tsinghua University, China;1. Sensory Science Centre, Division of Food Sciences, University of Nottingham, Sutton Bonington Campus, United Kingdom;2. Department of Agricultural Economics, Statistic and Business Management, Universidad Politécnica de Madrid, Spain;3. Riddet Institute, MIFST, Massey University, New Zealand;1. Flavour SenseNation, London, UK;2. Department of Systems Neuroscience, University Medical Center Hamburg-Eppendorf, Hamburg, Germany;3. Crossmodal Research Laboratory, Department of Experimental Psychology, Oxford University, UK;1. Tsinghua University, Beijing, China;2. Crossmodal Research Laboratory, Department of Experimental Psychology, University of Oxford, Oxford, UK;1. Department of Communication Science, University of Twente, The Netherlands;2. Department of Industrial Design, KAIST, Republic of Korea;1. Department of Psychology, Tsinghua University, China;2. Crossmodal Research Laboratory, Department of Experimental Psychology, University of Oxford, England;1. Crossmodal Research Laboratory, Department of Experimental Psychology, University of Oxford, Oxford, UK;2. Department of Psychology, School of Social Sciences, Tsinghua University, Beijing, China;3. Escuela Internacional de Ciencias Economicas y Adminiatrativas, Universidad de La Sabana, Chía, Colombia;4. Xperiment, Lausanne, Switzerland |
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| Abstract: | Drinking, unlike eating, always involves direct contact with the container in which a drink happens to be held. In our everyday lives, we typically consume beverages from glasses, cups, mugs, cans, bottles, and via straws. In this article, we consider the impact that the physical and sensory properties of a drink’s container can have on people’s perception of the contents. We investigate what happens to the perception of a beverage when the appropriateness of the container (to the contents) is varied. Furthermore, we also review the latest evidence showing that people’s consumption behaviours can be influenced by the shape of the cup or glass. The vessel in which a drink is consumed has been shown to affect everything from a consumer’s hedonic response to the beverage through to how refreshing they find it. Taken together, then, the available evidence currently supports the view that the vessels from which we drink exert a far greater influence over our perception of the sensory and hedonic qualities of the contents, and on our consumption behaviours, than is often realized. Finally, some of the current marketing opportunities in the area of branded and sensorially enhanced glassware are highlighted. |
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| Keywords: | Flavour Taste Crossmodal Sensation transference Hedonic Container |
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