Staff Publications

Staff Publications

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    'Staff publications' is the digital repository of Wageningen University & Research

    'Staff publications' contains references to publications authored by Wageningen University staff from 1976 onward.

    Publications authored by the staff of the Research Institutes are available from 1995 onwards.

    Full text documents are added when available. The database is updated daily and currently holds about 240,000 items, of which 72,000 in open access.

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Record number 506858
Title Food Color and Its Impact on Taste/Flavor Perception
Author(s) Spence, Charles; Piqueras-Fiszman, Betina
Source In: Multisensory Flavor Perception: From Fundamental Neuroscience Through to the Marketplace / Piqueras-Fiszman, Betina, Spence, Charles, Amsterdam : Elsevier Inc. Academic Press (Woodhead Publishing Series in Food Science, Technology and Nutrition 298) - ISBN 9780081003510 - p. 107 - 132.
DOI http://dx.doi.org/10.1016/B978-0-08-100350-3.00006-7
Department(s) Marketing and Consumer Behaviour
WASS
Publication type Peer reviewed book chapter
Publication year 2016
Keyword(s) Expectations - Flavor - Liking - Multisensory - Sensory dominance - Taste - Vision
Abstract

Color is perhaps the single most important product-intrinsic sensory cue when it comes to setting our expectations regarding the likely taste and flavor of food and drink. To date, a large body of research has demonstrated that changing the hue or intensity/saturation of the color of a variety of different food and beverage items exerts a sometimes dramatic impact on the expectations, and often on the subsequent taste/flavor experiences of participants in the lab, as well as consumers under the more naturalistic conditions of everyday life. It is important to note that food colors can have rather different meanings, and hence give rise to differing expectations in these different age groups, not to mention in those from different cultures. By gaining a better understanding of the sensory and hedonic expectations that are elicited by food color in different groups of individuals, researchers are now coming to better understand the various ways in which what we see can modulate the multisensory perception of flavor, and alter our food behaviors.

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