Wednesday, 19 March 2008

Touching taste

Packaging is peripheral by definition. Nevertheless, I like it and probably like the thing it houses a bit more if it is good.

This is true of flavour. According to a new study, The Perceptual Transfer of Product Container Haptic Cues in next month's Journal of Consumer Research, the feeling of packaging affects taste. Specifically, increasing firmness brought about better taste perception.

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