Different cups also have an effect on coffee?

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The 56th electronic edition of Food Quality and Preference (Food quality and hobbies) launched in November 2016 contains a study by the University of Oxford on whether the shape of coffee cups affects consumer preferences.

The study included 309 respondents aged 17 to 60 from China, Colombia and the United Kingdom, and asked the subjects to rank 8 coffee cups of different shapes. The statistical results showed that the height and mouth diameter of the cup affected the subjects' expectations of the taste and aroma of the coffee in the cup.

The coffee cup with a wider mouth made the subjects think that the coffee tasted sweeter, while the coffee in the short cup was expected to be more bitter than the coffee in the tall cup. In terms of cultural differences, Chinese people prefer short cups to non-local ones. If compared at the same price, everyone will be more willing to buy a cup with a large capacity.

The authors of the study also said that because subjects saw a wide cup and thought that there should be more milk or water in the cup than in the narrow cup, the coffee was expected to taste sweeter, and so did the short cup, which was expected to contain less milk or water, so it was expected to taste bitter.

In addition, the narrower the cup, it will also make the subjects think that it is more able to retain the aroma of coffee, so the coffee contained in the narrow cup will have a strong expectation of aroma, the researchers concluded. The cup form affects people's expectation of coffee flavor and the price cost they are willing to pay for it, and the relationship between visual information and the expected sensory quality of the product. These related research results are constantly growing and developing.

The diameter and height of the coffee cup may indeed affect the expected aroma, bitterness, and the cost that the buyer is willing to pay for the coffee in the cup. The results show that compared with smaller coffee cups, the larger the diameter of coffee cups is, the sweeter the observers' expectation of coffee taste is; in addition, compared with higher coffee cups, the expected taste of shorter coffee cups may be more bitter.

Putting the same coffee in different color coffee cups will give people the psychological illusion of "different bitterness".

The study examined "whether cup color affects how people feel about coffee flavor". George Van Doorn, a professor of psychology at the Commonwealth University of Australia, poured the same latte into transparent, white and blue cups twice. The results showed that the coffee in the white cup was more concentrated than the transparent cup, while the blue cup felt sweeter than the other two.