University of Twente Student Theses
A bittersweet taste : the effects of visual and tactile stimuli on the sweetness, bitterness and hedonic taste perception as well as the perceived healthfulness and overall product liking of soft drinks
Schonewille, Marleen (2019) A bittersweet taste : the effects of visual and tactile stimuli on the sweetness, bitterness and hedonic taste perception as well as the perceived healthfulness and overall product liking of soft drinks.
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| Abstract: | When faced with the choice between healthy or unhealthy soft drinks, consumers may experience a trade-off between health and pleasure. However, previous research has shown that it is possible to influence the product evaluation by manipulating the packaging design. Hence, a 2 x 2 x 2 experimental design was conducted, in which packaging colour saturation (low vs. high), 3D printed textures (circular vs. angular) and the amount of sugar in green iced teas (low-sugar vs. high-sugar) were manipulated. In total 175 participants participate in a taste test for a new green iced tea. Results showed that low colour saturation combined with the circular (compared to low colour saturation and the angular) texture increased the perceived healthfulness of both drinks. However, no main effects were found. Furthermore, no main or interaction effects were found for both design manipulations on the sweetness, bitterness, and hedonic taste perceptions as well as the overall product liking. This study shows that packaging features can influence the consumer’s perceived healthfulness. However, little evidence is found that these features may boost the sweetness (or bitterness) and hedonic evaluations of more hedonic products such as soft drinks. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Studies MSc (60713) |
| Link to this item: | https://purl.utwente.nl/essays/79346 |
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