{"title":"Glassware Influences the Perception of Orange Juice in Simulated Naturalistic versus Urban Conditions.","authors":"Chunmao Wu, Pei Li, Charles Spence","doi":"10.1163/22134808-bja10126","DOIUrl":null,"url":null,"abstract":"<p><p>The latest research demonstrates that people's perception of orange juice can be influenced by the shape/type of receptacle in which it happens to be served. Two studies are reported that were designed to investigate the impact, if any, that the shape/type of glass might exert over the perception of the contents, the emotions induced on tasting the juice and the consumer's intention to purchase orange juice. The same quantity of orange juice (100 ml) was presented and evaluated in three different glasses: a straight-sided, a curved and a tapered glass. Questionnaires were used to assess taste (aroma, flavour intensity, sweetness, freshness and fruitiness), pleasantness and intention to buy orange juice. Study 2 assessed the impact of the same three glasses in two digitally rendered atmospheric conditions (nature vs urban). In Study 1, the perceived sweetness and pleasantness of the orange juice was significantly influenced by the shape/type of the glass in which it was presented. Study 2 reported significant interactions between condition (nature vs urban) and glass shape (tapered, straight-sided and curved). Perceived aroma, flavour intensity and pleasantness were all significantly affected by the simulated audiovisual context or atmosphere. Compared to the urban condition, perceived aroma, freshness, fruitiness and pleasantness were rated significantly higher in the nature condition. On the other hand, flavour intensity and sweetness were rated significantly higher in the urban condition than in the natural condition. These results are likely to be relevant for those interested in providing food services, or company managers offering beverages to their customers.</p>","PeriodicalId":51298,"journal":{"name":"Multisensory Research","volume":" ","pages":"275-297"},"PeriodicalIF":1.8000,"publicationDate":"2024-06-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Multisensory Research","FirstCategoryId":"102","ListUrlMain":"https://doi.org/10.1163/22134808-bja10126","RegionNum":4,"RegionCategory":"心理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"BIOPHYSICS","Score":null,"Total":0}
引用次数: 0
Abstract
The latest research demonstrates that people's perception of orange juice can be influenced by the shape/type of receptacle in which it happens to be served. Two studies are reported that were designed to investigate the impact, if any, that the shape/type of glass might exert over the perception of the contents, the emotions induced on tasting the juice and the consumer's intention to purchase orange juice. The same quantity of orange juice (100 ml) was presented and evaluated in three different glasses: a straight-sided, a curved and a tapered glass. Questionnaires were used to assess taste (aroma, flavour intensity, sweetness, freshness and fruitiness), pleasantness and intention to buy orange juice. Study 2 assessed the impact of the same three glasses in two digitally rendered atmospheric conditions (nature vs urban). In Study 1, the perceived sweetness and pleasantness of the orange juice was significantly influenced by the shape/type of the glass in which it was presented. Study 2 reported significant interactions between condition (nature vs urban) and glass shape (tapered, straight-sided and curved). Perceived aroma, flavour intensity and pleasantness were all significantly affected by the simulated audiovisual context or atmosphere. Compared to the urban condition, perceived aroma, freshness, fruitiness and pleasantness were rated significantly higher in the nature condition. On the other hand, flavour intensity and sweetness were rated significantly higher in the urban condition than in the natural condition. These results are likely to be relevant for those interested in providing food services, or company managers offering beverages to their customers.
期刊介绍:
Multisensory Research is an interdisciplinary archival journal covering all aspects of multisensory processing including the control of action, cognition and attention. Research using any approach to increase our understanding of multisensory perceptual, behavioural, neural and computational mechanisms is encouraged. Empirical, neurophysiological, psychophysical, brain imaging, clinical, developmental, mathematical and computational analyses are welcome. Research will also be considered covering multisensory applications such as sensory substitution, crossmodal methods for delivering sensory information or multisensory approaches to robotics and engineering. Short communications and technical notes that draw attention to new developments will be included, as will reviews and commentaries on current issues. Special issues dealing with specific topics will be announced from time to time. Multisensory Research is a continuation of Seeing and Perceiving, and of Spatial Vision.