The Effect of Visual Transparency on Taste Perception

We demonstrate that individuals perceive the same beverage to be thicker when it is served in a visually opaque (vs. transparent) container. This effect arises because individuals attribute the perceived thickness of the beverage to the visual density of the container that it is served in.



Citation:

Isabel L. Ding and Miaolei Jia (2016) ,"The Effect of Visual Transparency on Taste Perception", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 728-728.

Authors

Isabel L. Ding, National University of Singapore, Singapore
Miaolei Jia, National University of Singapore, Singapore



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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