Does touch affect flavor? Study finds that how a container feels can affect taste

Does coffee in a flimsy cup taste worse than coffee in a more substantial cup? Firms such as McDonalds and Starbucks spend millions of dollars every year on disposable packaging, but a new study from the April issue of the Journal of Consumer Research suggests that trying to skimp in this area might not be worth it – and may negatively impact consumers’ perceptions of taste and quality.

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<p><a href="http://www.physorg.com/news124976358.html">Does touch affect flavor? Study finds that how a container feels can affect taste</a></p> <p>Does coffee in a flimsy cup taste worse than coffee in a more substantial cup? Firms such as McDonalds and Starbucks spend millions of dollars every year on disposable packaging, but a new study from the April issue of the <i>Journal of Consumer Research</i> suggests that trying to skimp in this area might not be worth it – and may negatively impact consumers’ perceptions of taste and quality.</p>