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
Share Proceeding
Featured papers
See MoreFeatured
L14. Christmas Decorations in September – What Happened to Halloween? The Effect of Prospective Event Markers on Time Perceptions and Attitudes Towards Promotions
Chaumanix Dutton, University of Southern California, USA
Kristin Diehl, University of Southern California, USA
Featured
H8. The Beneficial Side of Haze: Air Pollution Promotes Innovation and Creativity
Yi Wu, Tsinghua University
Yifan Chen, Tsinghua University
Yuhuang Zheng, Tsinghua University
Featured
I13. Ambient Light, Gender, and Creativity
Courtney Szocs, Louisiana State University, USA
Franziska Metz, EBS
Dipayan Biswas, University of South Florida, USA