A taste of things to come: The effect of extrinsic and intrinsic cues on perceived properties of beer mediated by expectations

Before consuming a food or beverage, consumers are exposed to many sources of information related the product. Such product-related cues can generate expectations, some which improve consumers' sensory perception and liking The question posed in current study is whether labelling colour beer be used modify expectations its taste, flavour mouthfeel, as these properties problematic reduced alcohol beers. aim was explore how most salient extrinsic intrinsic affect context beer. Using repeated measures design, 72 participants viewed label-based tasted 16 samples differing bitterness. Participants rated expected perceived liking, bitterness, refreshment, body. As predicted, both descriptor generated hedonic expectations. We have also demonstrated that mediate effect product on liking. Beer affected body directly indirectly, yet ‘bitter’ only indirectly. Overall, we conclude together change more importantly thus potentially compensate for deficits mouthfeel commonly found