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

March 17, 2008

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.

In a series of four experiments, Aradhna Krishna (University of Michigan) and Maureen Morrin (Rutgers University) find that many people do indeed judge a drink by its container. Specifically, the firmness of a cup seems to have an impact on consumer evaluations of the beverage contained inside.

“We found that the nondiagnostic haptic qualities of a product package or serving container can affect how a product is evaluated; that is, such cues can indeed have an effect on product evaluation,” the researchers write.

Not everyone has the same sensitivity to touch, though, the researchers explain. They first performed a pretest to determine which participants were strong autotelics – the sort of people who like to touch things before they buy them – and which participants were not particularly inclined to touch products (low autotelics).

Participants then evaluated the feel of the cups while blindfolded or in an evaluation in which they could both feel and see. Perhaps unsurprisingly, the largest difference in ratings for the firm and the flimsy cups was in the blindfolded condition among those most sensitive to touch.

However, the researchers also found that those who like to touch are least influenced by touch in taste evaluations. Indeed, in a taste test of the same mineral water from both a flimsy and a firm cup, it was low autotelics who gave the most negative evaluations of the taste of the water in the flimsy cup.

The results were similar when participants were just told about the containers in a written description and did not actually feel them: Low autotelics expressed a willingness to pay more for a firm bottle of water, while high autotelics did not.

The researchers explain: “High (vs. low) autotelics receive more pleasure from touching objects, tend to touch them more, and are more consciously aware of the potential effect of haptic clues on product judgment. As a result, they are more capable of adjusting for such clues in their product judgments when they are nondiagnostic in nature.”

Source: University of Chicago


Rank 5 /5 (4 votes)
Tags

Related Stories
Relevant PhysicsForums posts

More news stories

Australian women reject 'I love u' texts

Australian women may have embraced the digital era, but they prefer a face-to-face declaration of affection to an "I love u" text and find men addicted to their mobile phones a major turnoff.

Other Sciences / Social Sciences

created 3 hours ago | popularity 1 / 5 (1) | comments 1

A frank discussion of the power law and linking correlation to causation

(PhysOrg.com) -- Michael Stumpf a mathematics professor at Imperial College in London, and Mason Porter a lecturer at Oxford have teamed together to write and publish a perspective piece in Science regarding the in ...

Other Sciences / Mathematics

created Feb 10, 2012 | popularity 5 / 5 (5) | comments 11 | with audio podcast report

US workers are 'giving away the store,' costing firms billions

Nearly 70 percent of the nation's service employees give away free goods and services – from hamburgers to cable TV – costing companies billions of dollars a year, according to a groundbreaking study.

Other Sciences / Economics & Business

created Feb 09, 2012 | popularity 3 / 5 (5) | comments 11

Employers feel no love for unscrupulous practice of 'service sweethearting'

A new study led by two Florida State University marketing professors finds that some frontline service employees who are rewarded for hikes in customer loyalty and satisfaction also may engage in "service ...

Other Sciences / Economics & Business

created Feb 10, 2012 | popularity 3.3 / 5 (3) | comments 10

Storm warning: Financial tsunami heading this way

In today's global village, national coffers are more interconnected than ever before. And as the current economic crisis has proven, a downturn in one country can travel in a wave across the globe, like a financial tsunami. ...

Other Sciences / Economics & Business

created Feb 09, 2012 | popularity 3 / 5 (3) | comments 7


New molecule has potential to help treat genetic diseases and HIV

(PhysOrg.com) -- Chemists at The University of Texas at Austin have created a molecule that's so good at tangling itself inside the double helix of a DNA sequence that it can stay there for up to 16 days before ...

Social psychologist: Lust makes you smarter and evidence that seven deadly sins are good for you

(Medical Xpress) -- Good news for lovers on Valentine’s Day - the seven deadly sins, including Lust, are good for you. University of Melbourne social psychologist Dr Simon Laham uses modern research to make a compelling ...

The joy of cheques

An electronic cheque which eliminates the need for costly processing by banks but preserves the simplicity and ease of a traditional cheque book has been designed by a team of academics in the UK.

Research shows promise in converting camelina oil into jet fuel

(PhysOrg.com) -- Researchers at Montana State University-Northern have developed a process to convert camelina oil to jet fuel and other high-value chemicals. MSU has applied for a U.S. patent and research is ongoing.

Researchers make breakthrough in stem cell research

(Medical Xpress) -- University of Queensland scientists have developed a world-first method for producing adult stem cells that will substantially impact patients who have a range of serious diseases.

Georgia Tech develops software for the rapid analysis of foodborne pathogens

2011 brought two of the deadliest bacterial outbreaks the world has seen during the last 25 years. The two epidemics accounted for more than 4,200 cases of infectious disease and 80 deaths. Software developed at Georgia Tech ...