The influence of color on the consumer's experience of beer
Visual appearance (e.g., color) cues set expectations regarding the likely taste and flavor properties of food and drink. These expectations may, in turn, anchor the subsequent tasting experience. In the present study, we examined the influence of the color of a beer on the consumer's experienc...
| Main Authors: | , , , |
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| Format: | Journal article |
| Language: | English |
| Published: |
Frontiers Media
2017
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| _version_ | 1797051948260655104 |
|---|---|
| author | Reinoso Carvalho, F Moors, P Wagemans, J Spence, C |
| author_facet | Reinoso Carvalho, F Moors, P Wagemans, J Spence, C |
| author_sort | Reinoso Carvalho, F |
| collection | OXFORD |
| description | Visual appearance (e.g., color) cues set expectations regarding the likely taste and flavor properties of food and drink. These expectations may, in turn, anchor the subsequent tasting experience. In the present study, we examined the influence of the color of a beer on the consumer's experience. Dark and pale beers were evaluated both before and after tasting. Importantly, these beers were indistinguishable in terms of their taste/flavor when tasted without any visual cues. The results indicate that the differing visual appearance of the beers led to clear differences in expected taste/flavor. However, after tasting, no differences in flavor ratings were observed, indicating that the expectations based on visual cues did not influence the actual tasting experience. The participants also expected the dark beer to be more expensive than the pale one. These outcomes suggest that changes in the visual appearance of a beer lead to significant changes in the way in which consumers expect the beer to taste. At the same time, however, our findings also suggest the need for more evidence to be collected in order to determine the boundary conditions on when such crossmodal expectations may vs. may not affect the tasting experience. |
| first_indexed | 2024-03-06T18:26:23Z |
| format | Journal article |
| id | oxford-uuid:081c13e4-6713-49a6-8acf-3782b68810e5 |
| institution | University of Oxford |
| language | English |
| last_indexed | 2024-03-06T18:26:23Z |
| publishDate | 2017 |
| publisher | Frontiers Media |
| record_format | dspace |
| spelling | oxford-uuid:081c13e4-6713-49a6-8acf-3782b68810e52022-03-26T09:11:12ZThe influence of color on the consumer's experience of beerJournal articlehttp://purl.org/coar/resource_type/c_dcae04bcuuid:081c13e4-6713-49a6-8acf-3782b68810e5EnglishSymplectic Elements at OxfordFrontiers Media2017Reinoso Carvalho, FMoors, PWagemans, JSpence, CVisual appearance (e.g., color) cues set expectations regarding the likely taste and flavor properties of food and drink. These expectations may, in turn, anchor the subsequent tasting experience. In the present study, we examined the influence of the color of a beer on the consumer's experience. Dark and pale beers were evaluated both before and after tasting. Importantly, these beers were indistinguishable in terms of their taste/flavor when tasted without any visual cues. The results indicate that the differing visual appearance of the beers led to clear differences in expected taste/flavor. However, after tasting, no differences in flavor ratings were observed, indicating that the expectations based on visual cues did not influence the actual tasting experience. The participants also expected the dark beer to be more expensive than the pale one. These outcomes suggest that changes in the visual appearance of a beer lead to significant changes in the way in which consumers expect the beer to taste. At the same time, however, our findings also suggest the need for more evidence to be collected in order to determine the boundary conditions on when such crossmodal expectations may vs. may not affect the tasting experience. |
| spellingShingle | Reinoso Carvalho, F Moors, P Wagemans, J Spence, C The influence of color on the consumer's experience of beer |
| title | The influence of color on the consumer's experience of beer |
| title_full | The influence of color on the consumer's experience of beer |
| title_fullStr | The influence of color on the consumer's experience of beer |
| title_full_unstemmed | The influence of color on the consumer's experience of beer |
| title_short | The influence of color on the consumer's experience of beer |
| title_sort | influence of color on the consumer s experience of beer |
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