Does orange juice taste sweeter if it's a brighter orange? A new study in the March issue of the Journal of Consumer Research finds that the color of a drink can influence how we think it tastes. In fact, the researchers found that color was more of an influence on how taste was perceived than quality or price information.
"Perceptual discrimination is fundamental to rational choice in many product categories yet rarely examined in consumer research," write JoAndrea Hoegg (University of British Columbia) and Joseph W. Alba (University of Florida). "The present research investigates discrimination as it pertains to consumers' ability to identify difference—or the lack thereof—among gustatory stimuli."
Hoegg and Alba are the first to look at how individual attributes -- such as color, price, or brand -- can affect which products we prefer. The researchers manipulated orange juice by changing color (with food coloring), sweetness (with sugar), or by labeling the cups with brand and quality information. They found that though brand name influenced people's preferences for one cup of juice over another, labeling one cup a premium brand and the other an inexpensive store brand had no effect on perceptions of taste.
In contrast, the tint of the orange juice had a huge effect on the taster's perceptions of taste. As the authors put it: "Color dominated taste."
Given two cups of the same Tropicana orange juice, with one cup darkened with food coloring, the members of the researcher's sample group perceived differences in taste that did not exist. However, when given two cups of orange juice that were the same color, with one cup sweetened with sugar, the same people failed to perceive taste differences.
"It seems unlikely that our consumers deliberately eschewed taste for color as a basis for discrimination," write the authors. "Moreover, our consumers succumbed to the influence of color but were less influenced by the powerful lure of brand and price information."
Suzanne Wu | EurekAlert!
Physics of bubbles could explain language patterns
25.07.2017 | University of Portsmouth
Obstructing the ‘inner eye’
07.07.2017 | Friedrich-Schiller-Universität Jena
Strong light-matter coupling in these semiconducting tubes may hold the key to electrically pumped lasers
Light-matter quasi-particles can be generated electrically in semiconducting carbon nanotubes. Material scientists and physicists from Heidelberg University...
Fraunhofer IPA has developed a proximity sensor made from silicone and carbon nanotubes (CNT) which detects objects and determines their position. The materials and printing process used mean that the sensor is extremely flexible, economical and can be used for large surfaces. Industry and research partners can use and further develop this innovation straight away.
At first glance, the proximity sensor appears to be nothing special: a thin, elastic layer of silicone onto which black square surfaces are printed, but these...
3-D shape acquisition using water displacement as the shape sensor for the reconstruction of complex objects
A global team of computer scientists and engineers have developed an innovative technique that more completely reconstructs challenging 3D objects. An ancient...
Physicists have developed a new technique that uses electrical voltages to control the electron spin on a chip. The newly-developed method provides protection from spin decay, meaning that the contained information can be maintained and transmitted over comparatively large distances, as has been demonstrated by a team from the University of Basel’s Department of Physics and the Swiss Nanoscience Institute. The results have been published in Physical Review X.
For several years, researchers have been trying to use the spin of an electron to store and transmit information. The spin of each electron is always coupled...
What is the mass of a proton? Scientists from Germany and Japan successfully did an important step towards the most exact knowledge of this fundamental constant. By means of precision measurements on a single proton, they could improve the precision by a factor of three and also correct the existing value.
To determine the mass of a single proton still more accurate – a group of physicists led by Klaus Blaum and Sven Sturm of the Max Planck Institute for Nuclear...
21.07.2017 | Event News
19.07.2017 | Event News
12.07.2017 | Event News
25.07.2017 | Physics and Astronomy
25.07.2017 | Earth Sciences
25.07.2017 | Life Sciences