Taste Perception — Size matter LOL

There Is a crazy correlation between you, coffee and perception =]

For my Master’s in Behavior Economics I did my thesis on “How to increase sales by 330% in 10 minutes only by changing the music used online and brick and mortar.”

The research led me to a crazy rabbit hole that now has me in a new Master’s in Neuroscience. And for this reason, I am looking for a new challenge in my final thesis.

If the sense of hearing changes the purchase outcome, what happens with the other sense?

So this time I am tasting eyes, shapes and perception.

Lucky me! A former client is a private label coffee manufacturer in the Midwest.

After 5 months of tasting ideas, these are the results AND GUESS WHAT? MY DEAR, WE ARE MORE IRRATIONAL THAN YOU THINK!! Size does matter LOL.

DO YOU DRINK WITH YOUR EYES?

YES, you do , I do it, everyone does it.

The cup you use to drink coffee can significantly influence how you perceive its taste.

This effect is shaped by several factors: the cup’s material, shape, color, size, and even its weight and texture.

[ disclaimer- this study was done before and my results are equal to the results previously registered]

1. Material

• Ceramic: Preserves the original flavor of coffee, as it is neutral and does not absorb or impart flavors. It also retains heat well, keeping coffee warmer for longer.
• Glass: Also neutral, but coffee cools faster, which can affect taste perception as temperature changes.
• Stainless Steel: Can sometimes introduce metallic notes, especially if the steel is of low quality or interacts with coffee compounds.
• Plastic: May absorb and retain flavors from previous uses, and can release plastic notes when in contact with hot coffee.

2. Shape

• Tulip-Shaped Cups: Enhance aroma and can increase perceived sweetness and acidity.
• Wide Cups: Allow more aroma to escape, making the coffee seem more aromatic and sweeter. The larger surface area also accelerates oxidation, which can soften tannins.
• Narrow or Short Cups: Concentrate aromas and can make the coffee taste more intense or bitter.
• Split-Shaped Cups: Increase perception of sweetness and acidity, but may reduce overall enjoyment for some drinkers.

3. Color

• White Cups: Can make coffee taste more intense and bitter.
• Black Cups: Often associated with a fuller body and longer aftertaste.
• Red or Pink Cups: Some studies suggest coffee tastes both richer and more acidic in these colors.
• Clear (Glass) Cups: May increase perceived sweetness.

4. Size and Headspace

• Larger Headspace: More room above the coffee allows aromas to collect, enhancing the smell and overall flavor experience.
• Smaller Headspace: Reduces aroma intensity, potentially making the coffee taste less complex.

5. Weight and Texture

• Heavier Cups: Can make the aftertaste seem longer and may enhance the perception of the body.
• Cup Texture: A rough texture can increase perceived acidity, while a smooth texture may soften the taste.

Key Takeaway

The cup you choose — in terms of material, shape, color, size, and even weight — can subtly or dramatically change your coffee’s perceived aroma, sweetness, acidity, bitterness, and overall enjoyment. For the purest flavor, ceramic or glass cups are generally preferred, but experimenting with different cups can reveal new dimensions in your daily brew.

Conclusion:

I tested other variables like background music, server attire, product titles, and packaging design. The concept was to create different environments to help brands launch products. I was hesitant to believe how easy it was to influence people to pay up to 78% more for something by just changing something as simple as the color of the cup.

Color, smell, packaging, and shape all change perception. For the same reason, the way you present yourself weighs more than you think. People judge you by your clothing, nails, shoes, hair, and smell.

Let’s be honest — if you work at Apple, you’re not wearing the same clothes as if you work at Hermès. During and after the pandemic, certain concessions were made, but guess what? Not anymore. Etiquette is back.

Does your company have a branding, perception, or positioning problem? Just call the nerds at Susan Ibitz Behavior Consultant — WE LOVE THOSE PROBLEMS, and we’re good at fixing them.

Contact us marketing@susanibitz.com and one of our consultants will contact you.

xoxo

Thank you for being as weird as I am

Meet Susan:

Susan Ibitz is known for influencing Kevin O’leary [AKA Mister Wonderful] to close the fastest deal on the history of Shark Tank — 7 minutes.

How did she do it?

Susan is a former political influence consultant, profiler, and civilian hostage negotiator, with expertise, studies and Master’s in Human Behavior, Behavior Economics, Neuroscience and a nerd for data.

She has been called Freaky and the top expert in her field by the Chicago Tribune and Psychology Today for showing how to profile anyone in 30 seconds in live shows.

She is the author and researcher of “Irrational Humans. People Make 35,000 Decisions a Day and 95% are Irrational, but Why & How?”

Topics she can talk about:

• Irrational Decisions & why
• Body Language
• Microexpressions
• Behavior Economics
• Behavior Science
• Neuroscience &Neuromarketing
• Consumer Behavior
• Persuasion
• Influence
• How people make decisions
• Irrational Behaviors