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A taste of things to come: the effect of extrinsic and intrinsic cues on perceived properties of beer mediated by expectations

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posted on 2023-06-10, 00:19 authored by Helena Blackmore, Claire Hidrio, Martin YeomansMartin Yeomans
Before consuming a food or beverage, consumers are exposed to many sources of information related to the product. Such product-related cues can generate expectations, some of which can improve consumers' sensory perception and liking of the product. The question posed in the current study is whether labelling and colour of beer can be used to modify consumers' expectations and improve perception of its taste, flavour and mouthfeel, as these properties can be problematic in reduced alcohol beers. The aim of the current study was to explore how the most salient extrinsic and intrinsic cues affect expectations and perception in the context of beer. Using a repeated measures design, 72 participants viewed label-based sensory information and tasted 16 beer samples differing in colour and bitterness. Participants rated expected and perceived liking, bitterness, refreshment, and body. As predicted, both sensory descriptor and beer colour generated sensory and hedonic expectations. We have also demonstrated that expectations mediate the effect of product related cues on perception and liking. Beer colour affected perceived liking, bitterness, refreshment, and body both directly and indirectly, yet the sensory descriptor ‘bitter’ only affected sensory perception and liking indirectly. Overall, we conclude that extrinsic and intrinsic cues can together change expectations and more importantly perception and thus potentially compensate for the perceived deficits in taste, flavour and mouthfeel commonly found in reduced alcohol beers.

History

Publication status

  • Published

File Version

  • Accepted version

Journal

Food Quality and Preference

ISSN

0950-3293

Publisher

Elsevier

Volume

94

Page range

1-12

Article number

a104326

Department affiliated with

  • Psychology Publications

Full text available

  • Yes

Peer reviewed?

  • Yes

Legacy Posted Date

2021-07-09

First Open Access (FOA) Date

2022-07-04

First Compliant Deposit (FCD) Date

2021-07-08

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