Serving Containers Can Affect Coffee Flavor

Scientist Live asked the question, “Does coffee in a flimsy cup taste worse than coffee in a more substantial cup?” Firms in Food Retailers like McDonalds and Starbucks spend millions of dollars every year on disposable packaging. The April issue of the Journal of Consumer Research may have the answer-- that trying to skimp in this area could negatively impact consumers' perceptions of taste and quality.

In a series of four sensory research experiments, researchers from the University of Michigan and Rutgers University found that many people do indeed judge a drink by its container before its drink ingredients. Specifically, the firmness of a cup seems to have an impact on consumer evaluations of the beverage contained inside.

Not everyone has the same sensitivity to touch, though, the researchers explain. So their first test in sensory research was to determine which participants were strong autotelics - the sort of people who like to touch things before they buy them - and which participants were not particularly inclined to touch products (low autotelics).

Participants then evaluated the feel of the cups--some while blindfolded, and some in a situation where they could both feel and see. The largest difference in ratings for firm vs. flimsy cups was among those most sensitive to touch while they were blindfolded and had nothing else to rely upon. But when asked about the taste, those who like to touch were less influenced by touch than those that don’t. Even when they just read about the containers, low autotelics expressed a willingness to pay more for a firm bottle of water, while high autotelics did not.

We’ve discussed how important touch is in packaging and that it often leads to buying. So it seems that whether you’re a touchy-feely type of person or not, you are likely to be influenced by the sense of touch.