The Effect Of Drinking Container’s Weight On The User Experience Of Beverage And Commercial Value

In the last few years, psychologists and neuroscientists have increasingly investigated the presence of multisensoiy interactions in people’s perceptions of food and beverage. For instance, the results of a recent study in a realistic dining room showed that a meal is believed to be more artistic and customs are willingly to pay higher price when served with heavier cutleries. However, it remains unclear whether various drinks share similar multisensory associations in the mind of the consumer. In a laboratory study, author investigated the multisensory interactions between the taste of multiple soft drinks and the weight of the different cups in which it is served. The participants evaluated the taste intensity (i.e., sweetness/saltiness), expensiveness, carbonation level, and liking of different types of soft drink using visual analogue scales.In experiment 1, two flavors of purified-water with three different concentrations were served in two identical cups with varied weight (i.e., light and heavy). The results showed that when a lighter cup was used, the participants perceived the soft drink as tasty. However, drinking container’s weight failed to affect evaluation of price.In experiment 2, two different tastes of highly valued club soda (reltive) were served in two groups of visually identical cups with different material (i.e., plastic and glass) and weight (i.e., light and heavy). Consistent with experiment 1, the results showed that when a lighter cup was used, the participants perceived the club soda as higher gustatory intensity. Moreover, drinking containter’s weight influenced evaluation of price, when a heavier cup was used, the participants gave out a higher price evaluation.Taken together, these results demonstrate that the weight of drinking container can indeed alter people’s taste perception of soft drink.