Research: Touching tastes - The haptic perception transfer of liquid food packaging materials

Researchers at Hunan University in China examined how the packaging materials of traditional Chinese cold tea drinks generated touch–taste associations. Blindfolded participants evaluated the taste of a liquid food product that differed only by the materials used to contain it.
The results suggest that consumers’ haptic perception of packing materials impacted their sense of the product’s sweet dimension, but not the sour or bitter dimensions. The preliminary findings indicate a crossmodal correspondence between the touch of food packaging materials and the taste of the food contained within them. An article about the research is published in Food Quality and Preference.
Click here for an abstract of the article.

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