When the shape of the glass influences the flavour associated with a coloured beverage: Evidence from consumers in three countries |
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| Affiliation: | 1. Tsinghua University, Beijing, China;2. Crossmodal Research Laboratory, Department of Experimental Psychology, University of Oxford, UK;3. Xperiment, Lausanne, Switzerland;4. York St John University, UK;1. Department of Food Science and Technology, University of California, Davis, CA 95616, USA;2. Unidad de Investigación y Desarrollo de Alimentos, Instituto Tecnológico de Veracruz, Veracruz 91860, Mexico;1. isi GmbH & Co. KG, Ascherberg 2, 37124 Rosdorf, Germany;2. Department of Marketing, Fachhochschule Nordhausen, Weinberghof 4, 99734 Nordhausen, Germany;3. Department of Marketing, Fakultät für Wirtschaftswissenschaften, Technische Universität Chemnitz, Straße der Nationen 62, 09111 Chemnitz, Germany;1. Tsinghua University, China;2. Crossmodal Research Laboratory, Department of Experimental Psychology, University of Oxford, United Kingdom;1. Department of Psychology, Tsinghua University, Beijing, China;2. Crossmodal Research Laboratory, Department of Experimental Psychology, University of Oxford, UK;1. Department of Food Technology, Universitat Politecnica de Valencia, Camino de Vera s/n, 46022 Valencia, Spain;2. Food, Human Nutrition and Hospitality Program, School of Human Environmental Sciences, University of Arkansas, Fayetteville, AR 72701, USA;3. Department of Food Science, University of Arkansas, 2650 North Young Avenue, Fayetteville, AR 72704, USA |
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| Abstract: | We report a study designed to investigate the effect of the shape of the glass on colour–flavour associations in 300 participants from the UK, India, and South Korea. Participants viewed online photographs of red, green, yellow, blue, orange, and brown beverages presented in a water, wine, or cocktail glass, and indicated the first flavour or drink that came to mind from a list of 24 flavour options. The results revealed significant cross-cultural differences in terms of the flavour expectations that were elicited by viewing each of the coloured drinks. Furthermore, the crossmodal associations for the green, yellow, and orange drinks were also found to be influenced by the shape of the glass in which the drink was presented. These findings demonstrate how contextual factors (the shape and/or type of glass) can influence the crossmodal associations that exist between colour and flavour across different cultural backgrounds. Our results further highlight the importance of considering the appropriateness of the glassware in which a drink is presented (e.g., in advertising and in any images shown in product packaging). |
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| Keywords: | Colour–flavour interactions Glass shape Tableware Contextual factors |
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