Cup colour influences consumers’ expectations and experience on tasting specialty coffee

Reducing sweetness expectation in milk tea by crossmodal visuo-auditory interaction

In the realm of healthy dietary choices about reducing sweetness perception, the exploration of crossmodal effects stands as a frequently employed approach. Both music and color can independently influence flavor evaluation and gustatory experience by eliciting emotions. However, less research has been done on the effects of audio-visual crossmodal interactions on sweetness expectations and perceptions. The present study conducted two experiments delving into the crossmodal effect on sweetness expectation and perception of milk tea by manipulating the emotional valence of music and packaging color. The results showed that positive (vs. negative) music led to higher sweetness expectations and perceptions for milk teas with neutral packaging color. Irrespective of music, participants had higher sweetness expectations for milk tea with positive or neutral (vs. negative) packaging colors. The congruence of valence between music and packaging color influenced sweetness perception. Positive (vs. negative) music correlated with a sweeter perception when the packaging color was positive. Exposed to negative music, subjects showed a higher sweetness perception with negative (vs. positive) packaging colors. In conclusion, the results suggest that the valence of music and packaging color crossmodally influence consumers' evaluation of milk tea, and it differs depending on whether it was tasted. Thus, this study has demonstrated the crossmodal influence of music and packaging color, providing valuable implications for healthy eating and marketing applications.

Approaches to Enhance Sugar Content in Foods: Is the Date Palm Fruit a Natural Alternative to Sweeteners?

The current levels of added sugars in processed foods impact dental health and contribute to a range of chronic non-communicable diseases, such as overweight, obesity, metabolic syndrome, type 2 diabetes, and cardiovascular diseases. This review presents sugars and sweeteners used in food processing, the current possibility to replace added sugars, and highlights the benefits of using dates as a new natural, nutritious and healthy alternative to synthetic and non-nutritive sweeteners. In the context of environmental sustainability, palm groves afford a propitious habitat for a diverse array of animal species and assume a pivotal social role by contributing to the provisioning of sustenance and livelihoods for local communities. The available literature shows the date as an alternative to added sugars due to its composition in macro and micronutrients, especially in bioactive components (fiber, polyphenols and minerals). Therefore, dates are presented as a health promoter and a preventative for certain diseases with the consequent added value. The use of damaged or unmarketable dates, due to its limited shelf life, can reduce losses and improve the sustainability of date palm cultivation. This review shows the potential use dates, date by-products and second quality dates as sugar substitutes in the production of sweet and healthier foods, in line with broader sustainability objectives and circular economy principles.

On the manipulation, and meaning(s), of color in food: A historical perspective

While there has long been public concern over the use of artificial/synthetic food colors, it should be remembered that food and drink products (e.g., red wine) have been purposefully colored for millennia. This narrative historical review highlights a number of reasons that food and drink have been colored, including to capture the shopper's visual attention through to signaling the likely taste/flavor. Over the course of the last century, there has, on occasion, also been interest in the playful, or sometimes even deliberately discombobulating, use of food coloring by modernist chefs and others. The coloring (or absence of color) of food and drink can, though, sometimes also take on more of a symbolic meaning, and, in a few cases, specific food colors may acquire a signature, or branded (i.e., semantic) association. That said, with food color being associated with so many different potential "meanings," it is an open question as to which meaning the consumer will associate with any given instance of color in food, and what role context may play in their decision. Laboratory-based sensory science research may not necessarily successfully capture the full range of meanings that may be associated with food color in the mind of the consumer. Nevertheless, it seems likely that food color will continue to play an important role in dictating consumer behavior in the years to come, even though the visual appearance of food is increasingly being mediated via technological means, including virtual and augmented reality.

Impacts of Utensil Conditions on Consumer Perception and Acceptance of Food Samples Evaluated under In-Home Testing during the COVID-19 Pandemic

Sensory professionals are looking for alternative ways to conduct laboratory sensory testing, especially central location testing (CLT), during the COVID-19 pandemic. One way could be conducting CLTs at home (i.e., in-home testing). It is questionable whether food samples under in-home testing should be presented in uniform utensils, as it does so under laboratory sensory testing. This study aimed to determine whether utensil conditions could affect consumer perception and acceptance of food samples evaluated under in-home testing. Sixty-eight participants (40 females and 28 males) prepared chicken-flavored ramen noodle samples and evaluated them for attribute perception and acceptance, under two utensil conditions, using either their utensils ("Personal") or uniform utensils provided ("Uniform"). Participants also rated their liking of forks/spoons, bowls, and eating environments, respectively, and attentiveness to sensory evaluation under each utensil condition. Results of the in-home testing showed that participants liked ramen noodle samples and their flavors under the "Personal" condition significantly more than under the "Uniform" condition. Ramen noodle samples evaluated under the "Uniform" condition were significantly higher in terms of saltiness than those evaluated under the "Personal" condition. Participants liked forks/spoons, bowls, and eating environments used under the "Personal" condition significantly more than those used under the "Uniform" condition. While overall likings of ramen noodle samples, evaluated under the "Personal" condition, significantly increased with an increase in hedonic ratings of forks/spoons or bowls, such significant correlations were not observed under the "Uniform" condition. In other words, providing uniform utensils (forks, spoons, and bowls) to participants in the in-home testing can reduce the influences of utensils on consumer likings of ramen noodle samples evaluated at home. In conclusion, this study suggests that sensory professionals should consider providing uniform utensils when they want to focus solely on consumer perception and acceptance of food samples by minimizing influences of environmental contexts, especially utensils, in the "in-home" testing.

Crossmodal correspondences between basic tastes and visual design features: A narrative historical review

People tend to associate abstract visual features with basic taste qualities. This narrative historical review critically evaluates the literature on these associations, often referred to as crossmodal correspondences, between basic tastes and visual design features such as color hue and shape curvilinearity. The patterns, discrepancies, and evolution in the development of the research are highlighted while the mappings that have been reported to date are summarized. The review also reflects on issues of cross-cultural validity and deviations in the matching patterns that are observed when correspondences are assessed with actual tastants versus with verbal stimuli. The various theories that have been proposed to account for different classes of crossmodal correspondence are discussed, among which the statistical and affective (or emotional-mediation) accounts currently appear most promising. Several critical research questions for the future are presented to address the gaps that have been identified in the literature and help validate the popular theories on the origin and operations of visual-taste correspondences.

Visualise the tastes from the label: A study on the taste-colour crossmodal association of crisp and dry

Colour is an important guideline for selection and consumption. It also draws attention to the designers, as some modern design styles require them to illustrate the taste of the product with a limited number of colours. In this case, a precise description of the taste-colour association is required. The present study explored the colour-taste crossmodal association of two tastes, crisp and dry, which are normally found in beers and are the preferred flavours of Chinese consumers. Experiments were carried out to determine the characteristics of the colours associated with the two tastes. And the strength of the tastes perceived from the colours with different hue angles was investigated. The results of this study reveal that the hue and chroma can both affect the perception of these tastes. Both tastes can be perceived from the same colour, but the strength of the taste can be varied from different hues.

Vinyl as Fine Wine: The Role of Expectation on the Perception of Music Format

While vinyl, compact discs, and even eight-track tapes were traditionally promoted to consumers as producing superior sound, the introduction of compressed digital music, such as mp3s, was markedly different. Initially, one of the primary selling features of digital music was convenience and portability rather than sound quality. Recently, vinyl music sales have experienced a substantial resurgence. Waveforms from vinyl represent recorded music more accurately than compressed digital formats and have the potential to produce better sound. Even so, most music listeners do not reliably listen to music on audiophile quality high-end equipment. For this reason, we believe one aspect of vinyl sales is the expectation that vinyl quality is superior. In this study, we sought to isolate the contribution of expectation to perceived sound quality. Participants were asked to listen to a selection of music on either vinyl or mp3. Some participants were told that they were listening to vinyl when the musical selection was an mp3, while others were told they were listening to an mp3 while actually listening to vinyl. A multivariate analysis through a Canonical Correlation Analysis established that expectation of music format quality drove post-listening evaluations.

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.

Disconfirmation of Taste as a Measure of Trust in Brands: An Experimental Study on Mineral Water

The underlying factors of the purchase decision process of bottled mineral water have been a less studied area. The typically related attributes of consumer judgement in the case of low involvement can vary widely, ranging from price sensitivity to habits. However, assessing the role of brand reputation and trust from a sensory perception perspective is not a common approach. This paper examines the impact of trust on consumer value judgements for a frequently consumed beverage such as mineral water. Combining trust and sensory attributes with the Expectation–Disconfirmation Theory (EDT) framework provides insights into the weight of taste, trust and reputation in product evaluation. A tasting experiment was carried out using a representative systematic random sampling method. A mixed method was applied; EDT was used to analyze quantitative data and grounded theory methodology was performed in the case of qualitative data. Results indicate complete assimilation for the most preferred brand and negative contrast for less well-known brands. It can be stated that the applied methodology is suitable as a certain kind of trust measurement and also can function particularly well as a reinforcement and complement to other methodologies (e.g., neuromarketing methods). This study suggests that brand names positively influence value judgment. Origin bounded brands compared to imported brands can help companies mitigate trust issues in developing countries as they convey a particular reputation, which helps reinforce trust.

Metallic: A Bivalent Ambimodal Material Property?

Many metallic visual stimuli, especially the so-called precious metals, have long had a rich symbolic meaning for humans. Intriguingly, however, while metallic is used to describe sensations associated with pretty much every sensory modality, the descriptor is normally positively valenced in the case of vision while typically being negatively valenced in the case of those metallic sensations that are elicited by the stimulation of the chemical senses. In fact, outside the visual modality, metallic would often appear to be used to describe those sensations that are unfamiliar and unpleasant as much as to refer to any identifiable perceptual quality (or attribute). In this review, we assess those sensory stimuli that people choose to refer to as metallic, summarising the multiple, often symbolic, meanings of (especially precious) metals. The evidence of positively valenced sensation transference from metallic serviceware (e.g., plates, cups, and cutlery) to the food and drink with which it comes into contact is also reviewed.

Explaining Crossmodal Correspondences Between Colours and Tastes

For centuries, if not millennia, people have associated the basic tastes (e.g., sweet, bitter, salty, and sour) with specific colours. While the range of tastes may have changed, and the reasons for wanting to connect the senses in this rather surprising way have undoubtedly differed, there would nevertheless appear to be a surprisingly high degree of consistency regarding this crossmodal mapping among non-synaesthetes that merits further consideration. Traditionally, colour-taste correspondences have often been considered together with odour-colour and flavour-colour correspondences. However, the explanation for these various correspondences with the chemical senses may turn out to be qualitatively different, given the presence of identifiable source objects in the case of food aromas/flavours, but not necessarily in the case of basic tastes. While the internalization of the crossmodal statistics of the environment provides one appealing account for the existence of colour-taste correspondences, emotional mediation may also be relevant. Ultimately, while explaining colour-taste correspondences is of both theoretical and historical interest, the growing awareness of the robustness of colour-taste correspondences would currently seem to be of particular relevance to those working in the fields of design and multisensory experiential marketing.

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.

Virtual Terroir and the Premium Coffee Experience

With its origin-centric value proposition, the specialty coffee industry seeks to educate consumers about the value of the origin of coffee and how the relationship with farmers ensures quality and makes coffee a premium product. While the industry has widely used stories and visual cues to communicate this added value, research studying whether and how these efforts influence consumers' experiences is scarce. Through three experiments, we explored the effect of images that evoke the terroir of coffee on the perception of premiumness. Our results revealed that online images that resembled the broad origin of coffee (i.e., a farm) could influence premiumness expectations of coffee (Experiment 1). Similarly, a virtual reality environment that depicted this broad origin (vs. a control but not a city atmosphere) could enhance the perception of coffee premiumness for non-expert consumers (Experiment 2) and the enjoyment of the experience for coffee professionals (Experiment 3). Importantly, we found that congruence between the coffee and the virtual reality (VR) atmospheres mediated how much non-experts enjoyed the experience (Experiment 2). VR atmospheres also influenced expectations of sweetness and acidity for non-experts (Experiment 2). These findings serve as a steppingstone for further exploration of the effects of congruence between visual cues and product/brand attributes on premiumness expectations and perception, and more generally on consumer experience. From a practical standpoint, this study provides insights into key aspects for the development of immersive virtual product experiences.

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.

A Dash of Virtual Milk: Altering Product Color in Virtual Reality Influences Flavor Perception of Cold-Brew Coffee

It is well known that the appearance of food, particularly its color, can influence flavor perception and identification. However, food studies involving the manipulation of product color face inevitable limitations, from extrinsic flavors introduced by food coloring to the cost in development time and resources in order to produce different product variants. One solution lies in modern virtual reality (VR) technology, which has become increasingly accessible, sophisticated, and widespread over the past years. In the present study, we investigated whether making a coffee look milkier in a VR environment can alter its perceived flavor and liking. Thirty-two United Kingdom (UK) consumers were given four samples of black cold brew coffee at 4 and 8% sucrose concentration. They wore VR headsets throughout the study and viewed the same coffee in a virtual setting. The color of the beverage was manipulated in VR, such that participants saw either a dark brown or light brown liquid as they sipped the coffee. A full factorial design was used so that each participant tasted each sweetness x color combination, Participants reported sweetness, creaminess, and liking for each sample. Results revealed that beverage color as viewed in VR significantly influenced perceived creaminess, with the light brown coffee rated to be creamier than dark brown coffee. However, beverage color did not influence perceived sweetness or liking. The present study supports the role of VR as a means of conducting food perception studies, either to gain a better understanding of multisensory integration, or, from an industry perspective, to enable rapid product testing when it may be time-intensive or costly to produce the same range of products in the real-world. Furthermore, it opens potential future opportunities for VR to promote healthy eating behavior by manipulating the visual appearance of foods.

Exploring Effective Sensory Experience in the Environmental Design of Sustainable Cafés

The aim of this study was to explore and construct spatial indicators suitable for green café ambience. The indicators were further empirically verified. A three-round questionnaire survey, based on the Delphi method, was conducted with 15 experts, including university professors (food and beverage services management and interior environmental design), café operators, and personnel from government agencies. Data were collected, and the results on the characteristics of the repeated feedback from the experts were convergent. Thirty-six indicators suitable for the design of green café ambience were extracted, of which 17 were verified by actual cafés as highly operable. The five-sense indicators of sustainable green ambience design obtained in this study can facilitate positive customer experiences and enhance the appeal of maintaining sustainable green trends for cafés. These indicators can also provide references for café operators in business planning and green café ambience design.

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.

Roadmapping as a Driver for Knowledge Creation: A Proposal for Improving Sustainable Practices in the Coffee Supply Chain from Chiapas, Mexico, Using Emerging Technologies

Technologies are essential for productive sectors to increase competitiveness and improve sustainable development. However, the technology benefits present a great delay in adoption in agricultural sectors, due to discrepancies between scientific research and local needs. This article presents a study for improving sustainability practices in the coffee supply chain, using emerging technologies, of two localities in the Frailesca region from Chiapas, Mexico, based on the current situation, expectations and actions expressed by 165 coffee producers and 12 representatives of two coffee producers’ organizations. Based on Mentzer theoretical support, the technology roadmaps, knowledge management and digital compass were used to draw coffee supply chain processes to identify concrete actions and explore technologies. The results show that the technological route must be focused on renewing and improving coffee quality, getting quality certifications and access to specialized markets. Digital quality management and advanced statistical process control seem to be the appropriate emerging technologies for enhancing the acquisition of resistant varieties, proper pest management, improvement in the collection of coffee beans, the right time and way to plant a coffee plant, soil analysis and for the management of weeds and water conservation and harvesting as sustainable practices in this region. In addition, statistical correlation showed that digital technologies can be better adopted, on average, by producers with 4–6 family members, aged between 40–44 years and without additional crops. The findings propose sustainable practices linked with emerging technologies, based on a technology roadmap and knowledge management methodologies for this region.

Sensory Nudges: The Influences of Environmental Contexts on Consumers' Sensory Perception, Emotional Responses, and Behaviors toward Foods and Beverages

Food products with highly acceptable flavors are not always successful in the marketplace. Sales of identical food products sold in two different stores often differ. Patrons’ choices of specific menu items vary depending on menu designs at restaurants. Such examples suggest that consumer behavior related to eating, preparing, or purchasing foods and beverages is typically complex, dynamic, and sensitive. There is a growing body of evidence that environmental cues surrounding foods and beverages can modulate consumer perception and behavior in the context of eating and drinking. In light of increasing interest in environmental cues, this Special Issue was designed to introduce recent research that highlights how sensory cues derived from environmental cues can modulate consumer perceptions, emotional responses, and behavior related to foods and beverages. The eleven articles addressed in this Special Issue provide informative and insightful findings that may be applied to a wide range of food-related sites, including grocery stores, retail markets, restaurants, dining facilities, and public dining areas. The findings from these articles also suggest that product developers, sensory professionals, retailers, marketers, and business owners should consider not only sensory aspects of food products, but also sensory cues derived from surrounding contexts to better understand consumer perception, acceptability, and behavior toward their food products.

Assessing the Influence of Visual-Taste Congruency on Perceived Sweetness and Product Liking in Immersive VR

This study was designed to assess whether the combined effect of taste-congruent and incongruent extrinsic visual cues presented in virtual reality (VR) influences the perception of sweetness and product liking. Three VR environments (sweet-congruent, sweet-incongruent, and neutral) were created based on the evidence in existing literature. Participants tasted the same beverage in three VR environments and evaluated the environment and beverage liking, as well as perceived taste intensity (sweetness, sourness, and bitterness), congruency, comfort, and environment vividness. Frontal EEG alpha asymmetry (FAA) was also recorded as a complementary physiological measurement of overall liking. The results showed that the perceived sweetness of the beverage was significantly elevated in a sweet-congruent environment versus the other environments. Visual-taste congruency did not seem to have an effect on beverage liking and overall liking, whereas an increase in environment liking was found in the incongruent environment versus the other environments. These findings confirmed the significant influence of taste-specific visual cues on flavour perception, while the successful use of VR in the study provided insight into future applications of taste-specific VR environment in the modulation of flavour perception and sugar reduction.

Health beliefs towards kefir correlate with emotion and attitude: A study using an emoji scale in Brazil

Emojis can be used to explore food-evoked emotions in order to provide information that can support the product development and marketing decisions. This study aimed to evaluate consumers' acceptance, purchase intent and emotional responses to milk beverages, with and without kefir added, before and after these consumers were informed about the products' composition (0%, 15%, 30% and 50% m/v) and health claims toward kefir (blind and informed tests, respectively). Emotional responses were assessed by emoji use within a RATA questionnaire in order quantify the perceived significance of the emojis chosen. In the informed test, the consumers' perception of the sensory attributes of the milk beverages, such as their perception of an acid taste in added kefir beverages was shown to have changed. Overall, participants attributed significantly higher acceptance and purchase intent scores to added kefir beverages after they had been informed on its health benefits. In addition, expressions of positive emotion increased when participants were exposed to stimuli related to health benefits of kefir (15%, 30% and 50% m/v), while negative expressions of emotion decreased. The provided information of kefir modified valence and arousal in subjects, and it can be said that to 30% of kefir can be added to yogurt without compromising its sensory acceptability. Thus, health benefits alone cannot improve product acceptance, since participants found a 50% addition of kefir to be unpleasant when tasted during a blind test. Mixed beverages may present a probiotic beverage alternative for consumers who dislike kefir milk, but want to include it in their diets. The implications of liking and purchase intent and how they are linked to emotions are discussed in this paper as well.

The Role of Intrinsic and Extrinsic Sensory Factors in Sweetness Perception of Food and Beverages: A Review

When it comes to eating and drinking, multiple factors from diverse sensory modalities have been shown to influence multisensory flavour perception and liking. These factors have heretofore been strictly divided into either those that are intrinsic to the food itself (e.g., food colour, aroma, texture), or those that are extrinsic to it (e.g., related to the packaging, receptacle or external environment). Given the obvious public health need for sugar reduction, the present review aims to compare the relative influences of product-intrinsic and product-extrinsic factors on the perception of sweetness. Evidence of intrinsic and extrinsic sensory influences on sweetness are reviewed. Thereafter, we take a cognitive neuroscience perspective and evaluate how differences may occur in the way that food-intrinsic and extrinsic information become integrated with sweetness perception. Based on recent neuroscientific evidence, we propose a new framework of multisensory flavour integration focusing not on the food-intrinsic/extrinsic divide, but rather on whether the sensory information is perceived to originate from within or outside the body. This framework leads to a discussion on the combinability of intrinsic and extrinsic influences, where we refer to some existing examples and address potential theoretical limitations. To conclude, we provide recommendations to those in the food industry and propose directions for future research relating to the need for long-term studies and understanding of individual differences.