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Cited by 232Multisensory perception and integrationSensory Analysis and Statistical MethodsCategorization, perception, and language

The DOI matches its Crossref record; 100 of the 103 references it cites were found in a registry or an index.

Grape expectations: The role of cognitive influences in color-flavor interactions

Shankar, Maya U., Levitan, Carmel A., Spence, Charles·2010·Consciousness and Cognition
DOI 10.1016/j.concog.2009.08.008
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Abstract

Color conveys critical information about the flavor of food and drink by providing clues as to edibility, flavor identity, and flavor intensity. Despite the fact that more than 100 published papers have investigated the influence of color on flavor perception in humans, surprisingly little research has considered how cognitive and contextual constraints may mediate color-flavor interactions. In this review, we argue that the discrepancies demonstrated in previously-published color-flavor studies may, at least in part, reflect differences in the sensory expectations that different people generate as a result of their prior associative experiences. We propose that color-flavor interactions in flavor perception cannot be understood solely in terms of the principles of multisensory integration (the currently dominant theoretical framework) but that the role of higher-level cognitive factors, such as expectations, must also be considered.

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Citations

Cites

Research works printed but not linked: 8

  1. Gal, D., Wheeler, C., & Shiv, B. (submitted for publication). Cross-modal influences on taste perception. Journal of Consumer Research.
  2. Kostyla, A. (1978). The psychophysical relationships between color and flavor of some fruit flavored beverages. Ph.D. thesis, University of Massachusetts.
  3. Masurovsky, 1939, How to obtain the right food color, Food Engineering, 11, 55
  4. Moir, 1936, Some observations on the appreciation of flavor in foodstuffs, Chemical Senses, 55, 145
  5. Prescott, 2004, Odor/taste integration and the perception of flavor, Experimental Brain Research, 166, 345
  6. Schutz, H. G. (1954). Color in relation to food preference. In K. T. Farrell, J. R. Wagner, M. S. Peterson, & G. MacKinney (Eds.), Color in foods: A symposium sponsored by the Quartermaster Food and Container Institute for the Armed Forces Quartermaster Research and Development Command US Army Quartermaster Corps (pp. 16–21). Washington: National Academy of Sciences – National Research Council.
  7. Triplett, 1994, Consumers show little taste for clear beverages, Marketing News, 28, 2
  8. Wheatley, 1973, Putting color into marketing, Marketing, 24

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Metadata

Authors
Shankar, M. U., Levitan, C. A., & Spence, C.
Affiliations
University of Oxford (GB)
Corresponding author
Shankar, Maya U.
ORCID
Venue
Consciousness and Cognition
Publisher
Elsevier BV
Published
2010-03
Volume
19
Issue
1
Pages
380-390
ISSN
1053-8100 (ISSN-L)
DOI
10.1016/j.concog.2009.08.008
OpenAlex
W2039217349
Cited by
232
References
103
Citations by year
2026: 7 · 2025: 9 · 2024: 11 · 2023: 14 · 2022: 14 · 2021: 12 · 2020: 20 · 2019: 18 · 2018: 17 · 2017: 14 · 2016: 16 · 2015: 18 · 2014: 19 · 2013: 9 · 2012: 11
FWCI
14.41
Type
journal article
Language
en
Open access
closed
Licence
www.elsevier.com/tdm/userlicense/1.0/ (tdm)
Locations
  • Consciousness and Cognition (publishedVersion)
  • PubMed (publishedVersion)
Topics
  • Social Sciences › Psychology › Experimental and Cognitive Psychology › Multisensory perception and integration
  • Life Sciences › Agricultural and Biological Sciences › Food Science › Sensory Analysis and Statistical Methods
  • Social Sciences › Psychology › Experimental and Cognitive Psychology › Categorization, perception, and language
Keywords
flavor perception, color perception, sensory expectations, cognitive effects, multisensory integration, associative learning, food color, grape color
MeSH terms
Association Learning, Beverages, Choice Behavior, Cognition, Color, Color Perception, Drinking, Humans, Semantics, Smell, Taste

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