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.


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.


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


NA - Advances in Consumer Research Volume 44 | 2016

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