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More than meets the tongue
February 13, 2007The color of a drink can fool the taste buds into thinking it is sweeter
Does orange juice taste sweeter if it's a brighter orange? A new study in the March issue of the Journal of Consumer Research finds that the color of a drink can influence how we think it tastes. In fact, the researchers found that color was more of an influence on how taste was perceived than quality or price information.
"Perceptual discrimination is fundamental to rational choice in many product categories yet rarely examined in consumer research," write JoAndrea Hoegg (University of British Columbia) and Joseph W. Alba (University of Florida). "The present research investigates discrimination as it pertains to consumers' ability to identify difference—or the lack thereof—among gustatory stimuli."
Hoegg and Alba are the first to look at how individual attributes — such as color, price, or brand — can affect which products we prefer. The researchers manipulated orange juice by changing color (with food coloring), sweetness (with sugar), or by labeling the cups with brand and quality information. They found that though brand name influenced people's preferences for one cup of juice over another, labeling one cup a premium brand and the other an inexpensive store brand had no effect on perceptions of taste.
In contrast, the tint of the orange juice had a huge effect on the taster's perceptions of taste. As the authors put it: "Color dominated taste."
Given two cups of the same Tropicana orange juice, with one cup darkened with food coloring, the members of the researcher's sample group perceived differences in taste that did not exist. However, when given two cups of orange juice that were the same color, with one cup sweetened with sugar, the same people failed to perceive taste differences.
"It seems unlikely that our consumers deliberately eschewed taste for color as a basis for discrimination," write the authors. "Moreover, our consumers succumbed to the influence of color but were less influenced by the powerful lure of brand and price information."
University of Chicago Press Journals
Hoegg and Alba are the first to look at how individual attributes — such as color, price, or brand — can affect which products we prefer. The researchers manipulated orange juice by changing color (with food coloring), sweetness (with sugar), or by labeling the cups with brand and quality information. They found that though brand name influenced people's preferences for one cup of juice over another, labeling one cup a premium brand and the other an inexpensive store brand had no effect on perceptions of taste.
In contrast, the tint of the orange juice had a huge effect on the taster's perceptions of taste. As the authors put it: "Color dominated taste."
Given two cups of the same Tropicana orange juice, with one cup darkened with food coloring, the members of the researcher's sample group perceived differences in taste that did not exist. However, when given two cups of orange juice that were the same color, with one cup sweetened with sugar, the same people failed to perceive taste differences.
"It seems unlikely that our consumers deliberately eschewed taste for color as a basis for discrimination," write the authors. "Moreover, our consumers succumbed to the influence of color but were less influenced by the powerful lure of brand and price information."
University of Chicago Press Journals
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Cancers' Sweet Tooth May Be Weakness
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New explanation for nature's hardiest life form
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Scripps team shows diet switching can activate brain's stress system, lead to 'withdrawal' symptoms
In research that sheds light on the perils of yo-yo dieting and repeated bouts of sugar-bingeing, researchers from The Scripps Research Institute have shown in animal models that cycling between periods of eating sweet and regular-tasting food can activate the brain's stress system and generate overeating, anxiety, and withdrawal-like symptoms.
Lactose intolerance rates may be significantly lower than previously believed
Prevalence of lactose intolerance may be far lower than previously estimated, according to a study in the latest issue of Nutrition Today.
Reflective film can boost profits for apple growers
In a research report published in a recent issue of HortTechnology, scientists Ignasi Iglesias and Simó Alegre examined the effects of covering orchard floors with reflective films on fruit color, fruit quality, canopy light distribution, orchard temperature, and profitability.
Poor in rural Oregon face 'double binds' when getting food
A new study by Oregon State University researchers shows that those in poverty in rural Oregon often know what kinds of foods they should be eating, but face tough choices between eating well and spending less money for meals.
Comfort food: Chocolate, water reduce pain response to heat
People often eat food to feel better, but researchers have found that eating chocolate or drinking water can blunt pain, reducing a rat's response to a hot stimulus.
Common herbicides and fibrates block nutrient-sensing receptor found in gut and pancreas
According to new research from the Monell Center and the Mount Sinai School of Medicine, certain common herbicides and lipid-lowering fibrate drugs act in humans to block T1R3, a nutrient-sensing taste receptor also present in intestine and pancreas.
Receptor activated exclusively by glutamate discovered on tongue
One hundred years ago, Kikunae Ikeda discovered the flavour-giving properties of glutamate, a non essential amino acid traditionally used to enhance the taste of many fermented or ripe foods, such as ripe tomatoes or cheese. New research now reveals that the tongue has a receptor that is exclusively activated by glutamate.
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