Influence of the color and size of the plate on the subjective ratings of, taste expectations concerning, and willingness‐to‐pay for, Asian noodles

Influence of the color and size of the plate on the subjective ratings of, taste expectations concerning, and willingness‐to‐pay for, Asian noodles

Two experiments were designed to investigate the effect of plate color and plate size on taste expectations, subjective ratings of, and willingness‐to‐pay for, Asian noodles and Italian pastas. Chinese participants viewed photographs of these foods served on plates of different colors and sizes, rat...

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Bibliographic Details
Main Authors:	Zhao, H, An, J, Spence, C, Wang, X
Format:	Journal article
Published:	Wiley 2018

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