How sensory and hedonic expectations shape perceived properties of regular and non-alcoholic beer

While the popularity of reduced alcohol beer has been increasing, consumers still sometimes complain about perceived sensory defects these beverages. Breweries are working to improve profile low and non-alcoholic beers by changing product formulation, however, here we wanted investigate impact psychological, rather than chemosensory determinants flavour perception consumer experience. As way experience world around us, including gustatory perception, is shaped our expectations, investigated modelled relationships between product-related cues, perception. We tested 87 regular drinkers examine whether how colour, label-based descriptors labelled content affect expected bitterness, refreshment, liking body. Additionally, establish, using mediation analysis, expectation mediate effects. In summary, found that both colour under some circumstances can shape consumers’ taste, flavour, mouthfeel. However, was only influenced actual content, not or descriptors. Finally, have demonstrated expectations act as a mediator, transferring effect intrinsic (beer colour) extrinsic (labelled descriptor) cues