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Walking into a coffee shop, it is not just the atmosphere of the store and the flavor of coffee that affect your consumption preference. The 56th issue of the 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 consumers' preferences.

The study included 309 60-year-old respondents from China, Colombia and the United Kingdom, and asked the subjects to rank eight 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.

For coffee shop owners, baristas, etc., they may not only have to take good care of the quality of coffee, but also carefully consider the cups they choose, when visual information becomes a communication link before consumer behavior. the right cup may be able to convey a message consistent with consumers' expectations in advance, or even use ingenuity to completely subvert consumers' expectations and collide with new sensory effects.