08-18-2021, 08:31 AM
Does the colour of the mug influence the taste of the coffee?
In experiment 1, the white travel mug enhanced the rated “intensity” of the coffee flavour relative to the transparent mug. However, given slight physical differences in the mugs used, a second experiment was conducted using identical glass mugs with coloured sleeves. Once again, the colour of the mug was shown to influence participants’ rating of the coffee. In particular, the coffee was rated as less sweet in the white mug as compared to the transparent and blue mugs.
flavoured mousse presented on a white plate being rated as 10% sweeter and 15% more flavourful than when exactly the same food was presented on a black plate, see for an extension of this work; see for an explicit attempt to evaluate the colour contrast account. While contrast represents one plausible explanation for such results, it is important to note that there are also several other possible mechanisms (e.g., priming) that may explain the influence of product-extrinsic colour on taste/flavour ratings. Taking the principal of colour contrast one stage further, and given the conversation with the barista, it was proposed that brown may be associated with bitterness (or, perhaps, is negatively associated with sweetness). If taste were to be affected crossmodally by colour contrast, then coffee that is tasted from a white coffee mug should be rated as somewhat more bitter than exactly the same coffee when consumed from a transparent mug instead.Based on previous work and anecdotal evidence, we explored the impact of the colour of a receptacle on people’s coffee drinking experience. If extrinsic cues influence a consumer’s experience of coffee, and if taste is affected by contrast effects, coffee tasted/drunk from a white mini mug should be rated as more bitter than from a clear mug The travel mug type exerted a significant influence on participants’ ratings of the perceived intensity of the café latté, F(2,15) = 4.78, p = .025 (see Figure Bonferroni-corrected post hoc tests revealed that the café latté was rated as significantly more intense (p = .026) when served from the white, ceramic mug than when served from the clear, glass mug. None of the other comparisons reached statistical significance. The mug type failed to exert any influence on participants’ ratings of the other attributes of the café latté (see Table .
plausible to suggest that the white background of the coffee mug may have influenced the perceived brownness of the coffee and that this, in turn, was what influenced the perceived intensity (and sweetness) of the coffee. As we replicate the basic finding that the colour of the mug makes a difference, the correspondence between the visual appearance of the mug and aspects of the flavour suggests that colour contrast mechanisms may be at work here.
Two findings are worth highlighting here: (1) that there is a general trend in experiment 2 towards an increased “intensity” rating (i.e., ratings of intensity were greater for coffee served in the white mug), but this effect failed to reach significance, and (2) the significant intensity and sweetness results of experiments 1 and 2, respectively, might be connected. Note that consumers, as compared to baristas, appear to blur the distinction between ‘intensity’ and ‘bitterness’. Dijksterhuis has suggested that because of the use of the word ‘strong’ in advertising, consumers often confuse a coffee’s strength or intensity with its ‘bitterness’—in fact, visual inspection of Tables 1 and 2 reveals t
In experiment 1, the white travel mug enhanced the rated “intensity” of the coffee flavour relative to the transparent mug. However, given slight physical differences in the mugs used, a second experiment was conducted using identical glass mugs with coloured sleeves. Once again, the colour of the mug was shown to influence participants’ rating of the coffee. In particular, the coffee was rated as less sweet in the white mug as compared to the transparent and blue mugs.
flavoured mousse presented on a white plate being rated as 10% sweeter and 15% more flavourful than when exactly the same food was presented on a black plate, see for an extension of this work; see for an explicit attempt to evaluate the colour contrast account. While contrast represents one plausible explanation for such results, it is important to note that there are also several other possible mechanisms (e.g., priming) that may explain the influence of product-extrinsic colour on taste/flavour ratings. Taking the principal of colour contrast one stage further, and given the conversation with the barista, it was proposed that brown may be associated with bitterness (or, perhaps, is negatively associated with sweetness). If taste were to be affected crossmodally by colour contrast, then coffee that is tasted from a white coffee mug should be rated as somewhat more bitter than exactly the same coffee when consumed from a transparent mug instead.Based on previous work and anecdotal evidence, we explored the impact of the colour of a receptacle on people’s coffee drinking experience. If extrinsic cues influence a consumer’s experience of coffee, and if taste is affected by contrast effects, coffee tasted/drunk from a white mini mug should be rated as more bitter than from a clear mug The travel mug type exerted a significant influence on participants’ ratings of the perceived intensity of the café latté, F(2,15) = 4.78, p = .025 (see Figure Bonferroni-corrected post hoc tests revealed that the café latté was rated as significantly more intense (p = .026) when served from the white, ceramic mug than when served from the clear, glass mug. None of the other comparisons reached statistical significance. The mug type failed to exert any influence on participants’ ratings of the other attributes of the café latté (see Table .
plausible to suggest that the white background of the coffee mug may have influenced the perceived brownness of the coffee and that this, in turn, was what influenced the perceived intensity (and sweetness) of the coffee. As we replicate the basic finding that the colour of the mug makes a difference, the correspondence between the visual appearance of the mug and aspects of the flavour suggests that colour contrast mechanisms may be at work here.
Two findings are worth highlighting here: (1) that there is a general trend in experiment 2 towards an increased “intensity” rating (i.e., ratings of intensity were greater for coffee served in the white mug), but this effect failed to reach significance, and (2) the significant intensity and sweetness results of experiments 1 and 2, respectively, might be connected. Note that consumers, as compared to baristas, appear to blur the distinction between ‘intensity’ and ‘bitterness’. Dijksterhuis has suggested that because of the use of the word ‘strong’ in advertising, consumers often confuse a coffee’s strength or intensity with its ‘bitterness’—in fact, visual inspection of Tables 1 and 2 reveals t