The Influence of Color on the Consumer’s Experience of Beer

نویسندگان

  • Felipe Reinoso Carvalho
  • Pieter Moors
  • Johan Wagemans
  • Charles Spence
چکیده

Visual appearance (e.g., color) cues set expectations regarding the likely taste and flavor properties of food and drink. These expectations may, in turn, anchor the subsequent tasting experience. In the present study, we examined the influence of the color of a beer on the consumer's experience. Dark and pale beers were evaluated both before and after tasting. Importantly, these beers were indistinguishable in terms of their taste/flavor when tasted without any visual cues. The results indicate that the differing visual appearance of the beers led to clear differences in expected taste/flavor. However, after tasting, no differences in flavor ratings were observed, indicating that the expectations based on visual cues did not influence the actual tasting experience. The participants also expected the dark beer to be more expensive than the pale one. These outcomes suggest that changes in the visual appearance of a beer lead to significant changes in the way in which consumers expect the beer to taste. At the same time, however, our findings also suggest the need for more evidence to be collected in order to determine the boundary conditions on when such crossmodal expectations may vs. may not affect the tasting experience. Highlights: The expected flavor of a beer is affected by its visual appearance. No differences in flavor ratings were observed on tasting. Consumers expect dark beers to be more expensive than pale/amber beers.

برای دانلود متن کامل این مقاله و بیش از 32 میلیون مقاله دیگر ابتدا ثبت نام کنید

ثبت نام

اگر عضو سایت هستید لطفا وارد حساب کاربری خود شوید

منابع مشابه

Preconcentration and Determination of Trace Amounts of Aromatic Compounds in Non-alcoholic Beer Samples by In-syringe Dispersive liquid–liquid Microextraction

In this paper, a new simple and effective method based on dispersive liquid–liquid microextraction procedure is proposed for rapid and simultaneous separation and preconcentration of ultra trace amounts of benzene, toluene, ethyl benzene and xylenes (BTEX) in non-alcoholic Beer samples. In this experiment, a glass syringe was used as extraction unit. With this simple configuration, the centrifu...

متن کامل

The influence of advertising appeal type on pleasure and consumers’ arousal in sport service

The purpose of this research was to investigate the influence of advertising appeal on pleasure and consumer’s arousal in sport service. Research method was the 3×2 between subjects quasi-experiment factorial design. The statistical population consisted of physical education and Non-physical education students at Tehran of university. 440 subjects were selected by using the stratified sampling....

متن کامل

Effects of Influence Parameters on Color Formation in Glucose Syrups during Storage

Effects of pH, temperature, and syrup concentration on color formation in glucose syrups were studied and the shelf life of syrups under various conditions was estimated. Temperatures of 5, 25, and 45 ºC, pH values of 4, 5, and 6 as well as concentrations of 30, 40, 50, 60, 70, and 80 ºBrix were examined. After 26 weeks no significant color changes were observed at 5 ºC. At 45 ºC, color formati...

متن کامل

The effects of dietary administration of non alkohalic beer concentrate on expression of genes related to growth and skin mucus immunity in common carp (Cyprinus carpio)

In this study the effect of non alkohalic beer concentrate was investigated on the expression of growth hormone (GH), insulin growth factor1 (IGF1) genes and skin mucus immunity (Ig and ALP) in common carp. 180 pieces of common carp with average weight of 12.5 ± 2 g, were fed experimental diets supplemented with different levels of non alkohalic beer concentrate (0 [control], 0.5, 1 and 2%) (4 ...

متن کامل

Pretreatment Effect on the Properties of Electroless Nano - Crystalline Nickel Phosphorous Coating

the influence of mechanical polishing pre-treatments on steel substrates is investigated in terms of microstructure, deposition rate, adhesion, mechanical and corrosion properties of electroless Ni-P nanocoating with 9-10% wt. of P content. XRD analysis of Ni-P coatings demonstrated the nanocrystalline structure of coating with the grain size of 39 nm. Results showed that pretreatment of substr...

متن کامل

ذخیره در منابع من


  با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید

برای دانلود متن کامل این مقاله و بیش از 32 میلیون مقاله دیگر ابتدا ثبت نام کنید

ثبت نام

اگر عضو سایت هستید لطفا وارد حساب کاربری خود شوید

عنوان ژورنال:

دوره 8  شماره 

صفحات  -

تاریخ انتشار 2017