Influence of teaware on subjective ratings of,and taste expectations concerning,tea |
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| Affiliation: | 1. Department of Psychology, Tsinghua University, China;2. Crossmodal Research Laboratory, Department of Experimental Psychology, University of Oxford, England;1. Department of Management, The University of Tokyo, Tokyo, Japan;2. Department of Food Science and Business, Miyagi University, Sendai, Japan;3. School of Business, University of Dundee, Dundee, United Kingdom;4. Crossmodal Research Laboratory, University of Oxford, Oxford, United Kingdom;1. Department of Psychological Sciences, Texas Tech University, Lubbock, TX, USA;2. Department of Animal and Food Sciences, Texas Tech University, Lubbock, TX, USA;3. Merck Animal Health, Madison, NJ, USA;1. Department of Economics and Statistics, University of Udine, Via Tomadini n. 30/a, 33100 Udine, Italy;2. Department of Agricultural, Food, Environmental and Animal Sciences, University of Udine, Via Delle Scienze n. 206, 33100 Udine, Italy;3. Department of Agricultural, Food, Environmental and Animal Sciences, University of Udine, Via Sondrio, n. 2/A, 33100 Udine, Italy;1. Firmenich, SA, Route des Jeunes 1, 1227 Geneva, Switzerland;2. Swiss Center for Affective Sciences, University of Geneva-CISA, Geneva, Switzerland;3. Laboratory for the Study of Emotion Elicitation and Expression (E3 Lab), Department of Psychology, FPSE, University of Geneva, Bd du Pont d’Arve 40, CH 1205 Geneva, Switzerland;1. Crossmodal Research Laboratory, Department of Experimental Psychology, University of Oxford, Oxford, United Kingdom;2. Department of Psychology, School of Social Sciences, Tsinghua University, Beijing, P.R. China |
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| Abstract: | Two studies were conducted in order to investigate the influence of teaware on consumers’ subjective ratings of, and taste expectations concerning, one of the world’s most popular beverages, namely tea. In Study 1, 100 Chinese participants and 100 participants from the USA viewed online photographs of Chinese brand and British brand green tea presented in either Chinese or British tea sets. The participants then rated their feelings about, taste expectations concerning, and willingness-to-pay for, each cup of tea. In Study 2, 65 Chinese participants also viewed these photos with either a high or low price label for each cup of tea. The results of both studies consistently revealed that the teaware influenced Chinese participants’ bitterness and astringency ratings concerning their tea expectations; whereas no such effects were found for the USA participants. Moreover, the teaware also influenced Chinese participants’ pleasantness ratings of tea when no price information was provided, but not when price information was presented. Collectively, these findings highlight the influence of the visual appearance of the receptacle on the subjective ratings of, and taste expectations concerning, tea. These results also compare the influence of product-extrinsic and contextual cues on consumers’ taste expectations. |
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| Keywords: | Expectation Receptacle Price Green tea Cross-cultural |
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