|
New Findings
Special Features
  |
Sensory Expectations Influence Taste EvaluationsFull Text (not active)
Related Articles Beware of Research Restaurants – A Lesson fro the Spice Box in Illinois Summary What’s in a name? Sometimes everything. In a study we conducted at a test restaurant, wait staff presented diners with a free glass of wine to accompany their pre-fixe dinners. Half the bottles presented to the diners were labeled as being from Noah’s winery in California, while the other half were labeled as being from Noah’s winery in North Dakota. In both cases, the wine was an inexpensive Charles Shaw wine, but the customers didn’t know that. We found that the “California” wine had a halo effect on diners’ taste ratings of both the wine and the food, while the “North Dakota” wine cast a shadow — diners drinking the “California” wine rated it higher, dined 10 minutes longer, and ate 11% more of their food than diners drinking the “North Dakota” wine. It seems that expectations created by a name can trick even the most discerning palettes. For more information see Wansink, Brian, Collin R. Payne and Jill North (2007), “Fine as North Dakota wine: Sensory expectations and the intake of companion foods,” Physiology & Behavior 90, 712-716 © Elsevier Inc. All rights reserved. doi:10.1016/j.physbeh.2006.12.010
Contact: |
|
