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Cited by 91Sensory Analysis and Statistical MethodsMultisensory perception and integrationColor perception and design

Cup colour influences consumers’ expectations and experience on tasting specialty coffee

Carvalho, Fabiana M., Spence, Charles·2019·Food Quality and Preference
DOI 10.1016/j.foodqual.2019.03.001
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Abstract

The present study was designed to investigate the effect of the colour of the cup on sensory and hedonic judgments of specialty coffee by consumers. Altogether, 457 participants took part in one of three experiments. Crossmodal correspondences between the colour of the cup (i.e., an extrinsic cue) and the taste profile of the coffee served (i.e., the contents) were manipulated. Congruent and incongruent colour × taste pairings were created by using four cup colours (white, pink, yellow, and green) and two coffee profiles (sweet Brazilian and acidic Kenyan) to assess whether these manipulations would affect pre-and/or post-tasting ratings. Participants first rated their expectations of sweetness and acidity, and subsequently, their experience of those attributes on tasting the coffees, as well as rating their liking. The results revealed that the colour of the cup exerted a significant influence on both pre- and post-tasting ratings for all attributes measured. Liking ratings significantly decreased in incongruent pairing conditions – which also increased the unexpected acidity of the Kenyan coffee when tasted from the pink cup. Taken together, these results demonstrate for the first time that the colour of the cup significantly impacts sensory and hedonic judgements of specialty coffee. Our results also show that the contrast between expected and actual experience can result in a negative hedonic response and the enhancement of the unexpected sensory attribute. Implications for the development of coffee cups that can enhance the drinking experience are highlighted.

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  • The same espresso coffee is expected to be sweeter in a pink cup compared to a white one and does taste sweeter too.

    “Furthermore, the same espresso co ee is both expected to be sweeter in a pink cup compared to a white one and, in fact, does taste sweeter too [29]”

    From The Role of Intrinsic and Extrinsic Sensory Factors in Sweetness Perception of Food and Beverages: A Review (2019) · cites this paper as [29]

    The Results (p. 10) report that participants rated the same coffee sweeter when served in a split-shaped cup than in tulip- or open-shaped cups. The copy compares cup shapes, not pink and white cups, and the Discussion (p. 13) explicitly says taste expectations were not measured. It therefore supports an effect on perceived sweetness, but not the claimed colour comparison or expectation. (LLM, conf=0.87)

    Experimental — accuracy not yet measured

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Authors
Carvalho, F. M., & Spence, C.
Affiliations
  • Universidade de São Paulo (BR)
  • University of Oxford (GB)
Corresponding author
Carvalho, Fabiana M.
ORCID
Venue
Food Quality and Preference
Publisher
Elsevier BV
Published
2019-07
Volume
75
Pages
157-169
ISSN
0950-3293 (ISSN-L)
DOI
10.1016/j.foodqual.2019.03.001
OpenAlex
W2921658869
Cited by
91
References
66
Citations by year
2026: 7 · 2025: 7 · 2024: 16 · 2023: 12 · 2022: 20 · 2021: 11 · 2020: 12 · 2019: 6
FWCI
9.45
Type
journal article
Language
en
Open access
closed
Licence
Locations
Food Quality and Preference (publishedVersion)
Topics
  • Life Sciences › Agricultural and Biological Sciences › Food Science › Sensory Analysis and Statistical Methods
  • Social Sciences › Psychology › Experimental and Cognitive Psychology › Multisensory perception and integration
  • Social Sciences › Psychology › Social Psychology › Color perception and design
Keywords
specialty coffee, cross-modal correspondence, sensory expectations, hedonic liking, perceived sweetness, customer experience, coffee cups

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