Does the shape of a cup influence coffee taste expectations? A cross-cultural, online study

The influence of Bouba- and Kiki-like shape on perceived taste of chocolate pieces

In this paper, we present the findings of a study investigating the impact of shape on the taste perception of chocolate. Previous research has explored the influence of various sensory information on taste perception, but there has been little focus on the effect of food shape being eaten on taste perception. To explore this, we focused on the Bouba-Kiki effect, illustrating an interaction between shape and several modalities, and investigated the effect of Bouba- and Kiki-shaped (rounded and angular) foods eaten on taste perception. We utilized a 3D food printer to produce four different shapes of chocolate pieces based on the Bouba-Kiki. Participants tasted each piece and completed a chocolate flavor questionnaire. With Bayesian analysis, we determined that the Bouba-shaped chocolate pieces were perceived as sweeter than the Kiki-shaped ones, supporting earlier studies on crossmodal correspondences between shape and taste perception. However, there were no significant differences in ratings of other tastes, such as sourness and bitterness. Our research indicates that shape can affect taste perception during consumption and suggests that 3D food printers offer an opportunity to design specific shapes that influence taste experiences.

The sense of agency in emerging technologies for human–computer integration: A review

Human–computer integration is an emerging area in which the boundary between humans and technology is blurred as users and computers work collaboratively and share agency to execute tasks. The sense of agency (SoA) is an experience that arises by a combination of a voluntary motor action and sensory evidence whether the corresponding body movements have somehow influenced the course of external events. The SoA is not only a key part of our experiences in daily life but also in our interaction with technology as it gives us the feeling of “I did that” as opposed to “the system did that,” thus supporting a feeling of being in control. This feeling becomes critical with human–computer integration, wherein emerging technology directly influences people’s body, their actions, and the resulting outcomes. In this review, we analyse and classify current integration technologies based on what we currently know about agency in the literature, and propose a distinction between body augmentation, action augmentation, and outcome augmentation. For each category, we describe agency considerations and markers of differentiation that illustrate a relationship between assistance level (low, high), agency delegation (human, technology), and integration type (fusion, symbiosis). We conclude with a reflection on the opportunities and challenges of integrating humans with computers, and finalise with an expanded definition of human–computer integration including agency aspects which we consider to be particularly relevant. The aim this review is to provide researchers and practitioners with guidelines to situate their work within the integration research agenda and consider the implications of any technologies on SoA, and thus overall user experience when designing future technology.

Doing Experimental Psychological Research from Remote: How Alerting Differently Impacts Online vs. Lab Setting

Due to pandemic-imposed restrictions on lab-based research, we have recently witnessed a flourishing of online studies in experimental psychology, based on the collection of fine behavioral measures such as reaction times (RTs) and accuracy. However, it remains unclear whether participants’ alerting levels may have a different impact on behavioral performance in the online vs. lab setting. In this work we administered online and in-lab the dynamic temporal prediction (DTP) task, which requires an implicit modulation of participants’ alerting by alternating experimental conditions implying either slower or faster response rates. We then compared data distribution, RTs, accuracy, and time-on-task effects across the adult lifespan between the settings. We replicated online and across the whole age range considered (19–69 y) all the task-specific effects already found in-lab (both in terms of RTs and accuracy) beyond the overall RTs delay typical of the online setting. Moreover, we found an interaction between the setting and task-specific features so that participants showed slower RTs only in experimental conditions implying a less urgent response rate, while no RTs delay and a slight accuracy increase emerged in faster conditions. Thus, the online setting has been shown to be methodologically sound in eliciting comparable effects to those found in-lab. Moreover, behavioral performance seems to be more sensitive to task-induced alerting shifts in the online as compared to the lab setting, leading to either a heightened or reduced efficiency depending on a faster or slower response rate of experimental conditions, respectively.

Visual communication via the design of food and beverage packaging

A rapidly growing body of empirical research has recently started to emerge highlighting the connotative and/or semiotic meanings that consumers typically associate with specific abstract visual design features, such as colours (either when presented individually or in combination), simple shapes/curvilinearity, and the orientation and relative position of those design elements on product packaging. While certain of our affective responses to such basic visual design features appear almost innate, the majority are likely established via the internalization of the statistical regularities of the food and beverage marketplace (i.e. as a result of associative learning), as in the case of round typeface and sweet-tasting products. Researchers continue to document the wide range of crossmodal correspondences that underpin the links between individual visual packaging design features and specific properties of food and drink products (such as their taste, flavour, or healthfulness), and the ways in which marketers are now capitalizing on such understanding to increase sales. This narrative review highlights the further research that is still needed to establish the connotative or symbolic/semiotic meaning(s) of particular combinations of design features (such as coloured stripes in a specific orientation), as opposed to individual cues in national food markets and also, increasingly, cross-culturally in the case of international brands.

Sonic Seasoning and Other Multisensory Influences on the Coffee Drinking Experience

The coffee drinking experience undoubtedly depends greatly on the quality of the coffee bean and the method of preparation. However, beyond the product-intrinsic qualities of the beverage itself, there are also a host of other product-extrinsic factors that have been shown to influence the coffee-drinking experience. This review summarizes the influence of everything from the multisensory atmosphere through to the sound of coffee preparation, and from the typeface on the coffee packaging through the drinking vessel. Furthermore, the emerging science around sonic seasoning, whereby specific pieces of music or soundscapes, either pre-composed or bespoke, are used to bring out specific aspects in the taste (e.g., sweetness or bitterness) or aroma/flavor (nutty, dark chocolate, dried fruit notes, etc.) of a coffee beverage is also discussed in depth. Relevant related research with other complex drinks such as beer and wine are also mentioned where relevant.

Influence of expectations on the level of liking of a local coffee in Mexico

BACKGROUND

In Mexico, coffee activity is mainly carried out in indigenous zones, involving almost one million people. However, local national coffee consumption is low. This article focuses on the analysis of the effect of consumers' expectations as well as some sociodemographic characteristics on the level of liking of Mexican local coffee. Four coffees from three indigenous zones of Hidalgo, Mexico were evaluated using a nine-point hedonic scale. The samples were evaluated under three conditions: (i) blind, no information given to the consumer; (ii) expected, only information given to the consumer; and (iii) informed, giving information and product to the consumer.

RESULTS

The difference observed between expected and blind condition was significant (P < 0.005) for the three local coffees evaluated, indicating a negative disconfirmation. The local coffees were less appreciated than expected, since the information about the samples created high hedonic expectations among the consumers. The level of education and the place of residence of consumers had a significant influence on their level of liking. Based on demographic characteristics, three segments were found presenting a different pattern of liking.

CONCLUSIONS

Consumers had positive expectations towards the local coffee. The sociodemographic characteristics and aspects related to consumption, particularly the experience with the product, are decisive in the expectations concerning the local product. This investigation can be useful to generate marketing strategies according to the demands and needs of the market, making local products to be valued. © 2020 Society of Chemical Industry.

Visual Design Cues Impacting Food Choice: A Review and Future Research Agenda

This review aims to tackle the challenge of understanding how visual design cues can affect behavioural outcomes in a food context. The review answers two key questions: (1) What are the effects of the most important visual design cues on behavioural outcomes and how can they be explained? (2) What are the research gaps in this area? We start from a comprehensive taxonomy of visual design cues delineating the most important visual design cues. Next, we evaluate the extant research based on a structured, narrative literature review on visual design cues in the food domain. We differentiate between object processed and spatially processed visual design cues in food choice contexts and show how they affect behavioural outcomes through a range of psychological processes (attention, affective-, cognitive- and motivational reactions, food perceptions and attitudes). We end with recommendations which take into account the current food store context, the state-of-art in measuring psychological processes and behavioural outcomes and the specific food-, person- and context-related moderators. This review offers guidance for research to untangle the complexity of the effect of visual design cues in a food choice context.

Emissions of selected monoaromatic hydrocarbons as a factor affecting the removal of single-use polymer barbecue and kitchen utensils from everyday use

The main focus of this study is the emission of monoaromatic hydrocarbons because these are the preliminary factors of potential solvent and monomer residues present in single-use plastic barbecue and kitchen utensils comprising polystyrene, polypropylene, natural cellulose, and biodegradable polymers intended for use with hot meal or beverages. Herein, the emissions of monoaromatic hydrocarbons (styrene, benzene, toluene, ethylbenzene, and xylene compounds and the total volatile organic compounds (TVOC)) from nine types of disposable plastic utensils are reported. Seventy two samples of single-use plastic utensils were conditioned at 40 and 80 °C using a stationary emission microchamber system. The average TVOC released from the studied polystyrene, polypropylene, and natural or biodegradable utensils were (2.3 ± 1.3), (1.01 ± 0.15), and (0.48 ± 0.37) μg g^-1, respectively, at 40 °C and (11.1 ± 1.2), (46.1 ± 9.5), and (5.5 ± 1.1) μg g^-1, respectively, at 80 °C. Significant emissions of styrene (ranged from 3.5 up to 15.3 × 10³ ng∙g^-1), toluene (from 2.8 up to 0.53 × 10³ ng∙g^-1), and ethylbenzene (from 3.7 up to 5.7 × 10³ ng∙g^-1) from the studied samples were observed, especially at 80 °C. Thus, elevated temperatures increase the potential emission of solvent and monomer residues from plastics and could affect the quality of consumed meals or beverages, such as taste. Additionally, to determine the possible interactions between the measured chemical compounds in the plastic utensils, the Pearson's correlation coefficients were calculated.

Building, Hosting and Recruiting: A Brief Introduction to Running Behavioral Experiments Online

Researchers have ample reasons to take their experimental studies out of the lab and into the online wilderness. For some, it is out of necessity, due to an unforeseen laboratory closure or difficulties in recruiting on-site participants. Others want to benefit from the large and diverse online population. However, the transition from in-lab to online data acquisition is not trivial and might seem overwhelming at first. To facilitate this transition, we present an overview of actively maintained solutions for the critical components of successful online data acquisition: creating, hosting and recruiting. Our aim is to provide a brief introductory resource and discuss important considerations for researchers who are taking their first steps towards online experimentation.

The Influence of Teacup Shape on the Cognitive Perception of Tea, and the Sustainability Value of the Aesthetic and Practical Design of a Teacup

The ceramic industry is among the most profitable industries in the world, but, because of the use of nonrenewable materials and high fuel consumption, it also has a carbon footprint. Ceramic materials account for the majority of drinking vessels. Several scholars found that consumers’ awareness of drinks and purchasing desires are highly correlated with a vessel’s shape and color—in other words, the visual stimulation. However, since prior studies have focused on alcohol, bubble drinks, juice, coffee, cocoa, etc., there has rarely been any research on the appropriate drinking vessels for Chinese tea. This study intends to investigate the visual design of vessels for Chinese tea, in terms of its impact on the taste of the drink, by integrating the thinking and methods of expert users and designers for the sustainability of design and industry. In this study, tea experts and designers were asked for their opinions as a means of data collection. Fuzzy set qualitative comparative analysis (Fs/QCA) was used for data analysis. This study proved that the design of a tea-drinking vessel could have an influence on the perception of the taste and scent of the tea. This research not only brings new meaning to the traditional concept of teacup design, but also reflects famous Japanese craftsman Liu Zongyue’s idea of practical beauty, which is beneficial to promoting Chinese tea culture, and contributes to sustainable design and sustainable behavior.

Possible Sugar and Calorie Reduction by Visual Cues: A Case of Syrup Added to Brewed Coffee

Visual cues have been reported to influence taste and flavor perceptions. The objectives of this study were to evaluate the impact of visual cues (color and viscosity) of syrups on expected sweetness and bitterness perception (Study I), and on sweetness perception and sweetness liking of brewed coffee after syrup had been added, and the amount of syrups to be added to brewed coffee (Study II). For Study I, the visual stimuli were developed by varying viscosity (80, 800, and 8000 cP) and yellow index (YI) (0.04, 0.08, 0.16, and 0.32), resulting in 12 syrups with 20 degrees Brix. Visual observations indicated greater expected sweetness perceptions of syrups when YI and viscosity were increased. However, YI, but not viscosity, affected expected bitterness perceptions. Increasing YI raised the frequency (%) of "too sweet" perceptions of syrups on a JAR scale. For Study II, only four syrups (LC1, LC2, HC1, HC2; L = viscosity, 80 cP, H = 8,000 cP; C1 = YI 0.04, C2 = YI 0.32) were studied. The visual perception affected consumers' behaviors concerning the amount of syrup added to brewed coffee. Consumers added the greatest volume of syrups with the lowest viscosity and YI (LC1), while the lowest volume of syrups with the highest viscosity and YI (HC2). There were no significant differences in sweetness liking of brewed coffees added with LC1, LC2, and/or HC1 syrups. This study indicated that visual cues could potentially intensify the perceived sweetness of syrups, and reduced the volume of syrup added to brewed coffee and consequently calories consumed. PRACTICAL APPLICATION: Sensory visual cues associated with a syrup can be used to reduce the volume consumed and thereby promote reduced consumption of calories while maintaining sensory acceptability. Increasing a syrup's viscosity and yellow/brown color intensity enhanced the expectation of sweetness and resulted in less volume of syrup added to brewed coffee. This research demonstrated that the impact of visual cues not only influenced expectation and sensory acceptability but also impacted the cognitive process of eating. This strategy could provide a way to promote a sustainable reduction in sugar and, hence, calorie consumption without compromising sensory liking.

Consumers' Perceptions and Preferences for Bitterness in Vegetable Foods: The Case of Extra-Virgin Olive Oil and Brassicaceae-A Narrative Review

The presence of some healthy phytochemicals in food can be paired with high bitterness, and consumers have a widespread avoidance toward bitter-tasting food. This causes a gap between preferences and healthy needs of consumers. Therefore, this review collected insights from literature belonging to different discipline domains in order to have a broad view of the current state-of-the-art about biochemical aspects and consumers’ perceptions and preferences toward foods with an enhanced bitter taste. In detail, we focused on two core products of the Mediterranean diet: Extra-virgin olive oil (EVOO) and Brassicaceae, both characterized by specific phytochemicals having strong healthy properties and bitter-pungent taste. Results suggested that, although bitter taste is a general driver of dislike, some exceptions can be represented by: niches of consumers (e.g., innovators and organic buyers), foods consumed with specific purposes (e.g., coffee, chocolate, and alcoholic beverages). The level of bitterness perceived by the consumers can be modulated through exposure, information on benefits, and elements within the environment (e.g., music). Thus, these insights can be used to develop specific campaigns aimed at promoting bitter (healthy) food, considering also the key role that could be played by food pairings.

The effect of the size of food containers on the selecting behavior of college students

The effect of container size of food and drinks as well as the effect of the variety of drinks on the selecting behaviors of male and female undergraduates were investigated in this research by manipulating the sizes of plates and glasses. The findings suggest that male students tended to choose smaller plates and preferred tall slender glasses that appeared to contain a greater volume of beverage compared to short wide glasses. In contrast, female students focused more on the quality of the food that they were interested in or attracted to rather than the quantity of food. Moreover, the findings showed that plates with or without a concentric circle have no influence on the selecting behaviors of male and female college students. Thus, male and female undergraduates have different selecting behaviors, and the effect of food container size showed distinct impacts on them.

"Seeing What's Left": The Effect of Position of Transparent Windows on Product Evaluation

The position of design elements on product packaging has been shown to exert a measurable impact on consumer perception across a number of different studies and product categories. Design elements previously found to influence the consumer through their positioning on the front of pack include product imagery, brand logos, text-based claims, and basic shapes. However, as yet, no empirical research has focused specifically on the relative position of transparent windows; despite the latter being an increasingly prevalent element of many modern packaging designs. This exploratory online study details an experimental investigation of how manipulating the position of a transparent window on a range of visually-presented, novel packaging designs influences consumer evaluations and judgements of the product seen within. Specifically, 110 participants rated 24 different packaging designs (across four product categories: granola, boxed chocolates, pasta, and lemon mousse; each with six window positions: in one of the four quadrants, the top half, or the bottom half) in a within-participants experimental design. Analyses were conducted using Friedman's tests and Hochberg procedure-adjusted Wilcoxon Signed-Rank Tests. Window position was found to be a non-trivial element of design, with a general preference for windows on the right-hand side being evidenced. Significantly higher scores for expected product tastiness and design attractiveness were consistently identified across all product categories when windows were positioned on the right- vs. left-hand side of the packaging. Effects on the perception of powerfulness, overall liking, quality, and willingness to purchase were identified, but were inconsistent across the different product categories. Very few effects of window verticality were identified, with expected weight of the product not being significantly influenced by window position. The implications of these findings for academics, designers, and brand managers are discussed, with future research directions highlighted.

Impact of glass shape on time taken to drink a soft drink: A laboratory-based experiment

BACKGROUND

Glassware design may affect drinking behaviour for alcoholic beverages, with glass shape and size influencing drinking speed and amount consumed. Uncertainty remains both about the extent to which these effects are restricted to alcohol and the underlying mechanisms. The primary aim of the current study was to examine the effect of differently shaped glasses on time taken to drink a soft drink. The secondary aim was to develop hypotheses about mechanisms concerning micro-drinking behaviours and perceptual effects.

METHOD

In a single-session experiment, 162 participants were randomised to receive 330ml of carbonated apple juice in a glass that was either inward-sloped, straight-sided, or outward-sloped. The primary outcome measure was total drinking time. Secondary outcome measures included micro-drinking behaviours (sip size, sip duration, interval duration), and perceptual measures (midpoint bias, drink enjoyment).

RESULTS

Participants drank 21.4% faster from the outward-sloped glass than from the straight-sided glass [95%CI: 0.2%,38.0%] in adjusted models. They were also 18.2% faster from the inward-sloped glass than the straight-sided glass, but this did not reach statistical significance with wide confidence intervals also consistent with slower drinking [95%CI: -3.8%,35.6%]. Larger sips were associated with faster drinking times (Pearson's r(162) = -.45, p < .001). The direction of effects suggested sips were larger from the outward-sloped and inward-sloped glasses, compared to the straight-sided glass (15.1%, 95%CI: -4.3%,38.0%; 19.4%, 95%CI: -0.5%,43.6%, respectively). There were no significant differences between glasses in mean sip or interval duration. Bias in midpoint estimation was greater for the outward-sloped glass (12.9ml, 95%CI: 6.6ml,19.2ml) than for the straight-sided glass, although the degree of bias was not associated with total drinking time (Pearson's r(162) = 0.01, p = .87).

DISCUSSION

Individuals drank a soft drink more quickly from an outward-sloped glass, relative to a straight-sided glass. Micro-drinking behaviours, such as sip size, are promising candidates for underlying mechanisms.