The visual appearance of beer : A review concerning visually-determined expectations and their consequences for perception

This review critically evaluates the literature concerning the impact of visual appearance cues (including colour, foam, and cloudiness) on people's perception in the beer category. The authors assess both the sensory expectations that are elicited by the visual appearance of beer, and the extent to which those expectations carry-over to influence the actual tasting experience. Beer is a particularly intriguing category to study since the differing production rules in different countries mean that there is not always the same scope to modify the colour in order to meet perceived consumer demands. What is more, there is currently disagreement in the literature concerning the impact of beer colour and foam on people's expectations of beer prior to tasting, and their multisensory flavour perception on tasting. Given how much beer is consumed annually, it is surprising that more research has not been published that assesses the undoubtedly important role of visual appearance in this beverage category. Part of the reason for this may simply be that it is difficult to create consistent experimental stimuli given the rapid transition of the head of the beer post-serving. © 2019 Elsevier Lt

Happy hour? A preliminary study of the effect of induced joviality and sadness on beer perception

Our emotions influence our perception. In order to determine whether emotion influences the perception of beer, 32 participants watched either a scene from the movie Wall-E to induce joviality, or a short clip from the Shawshank Redemption to induce sadness. The participants were then required to sample up to 250 mL of Yenda Pale Ale beer and rate it on a variety of taste and flavor characteristics (e.g., bitterness), before completing the Positive and Negative Affect Schedule-X (PANAS-X). The data were analyzed using Bayesian t-tests and Null Hypothesis Significance Tests (NHSTs). After applying conservative corrections for multiple comparisons, NHSTs failed to reach statistical significance. However, the effect sizes suggested that inducing joviality, relative to inducing sadness, resulted in the beer being rated as (a) tasting more pleasant, (b) tasting sweeter, and (c) being of higher quality. Following the induction of joviality, participants were also willing to pay more for the beer. The Bayesian analyses indicated that induced emotion can influence flavor perception for complex taste stimuli. The effect sizes and Bayesian analyses are interpreted in terms of Feelings-as-Information theory. These preliminary findings can tentatively be applied to real-world environments such as venues that serve and/or market alcohol. © 2020 by the authors. Licensee MDPI, Basel, Switzerland.Funding: This research was funded by the Arts and Humanities Research Council (AHRC), grant number AH/L007053/1 awarded to C.S

A preliminary investigation of the effect of ethical labeling and moral self-image on the expected and perceived flavor and aroma of beer

Ethical labelling has been shown to influence taste/flavour perception. Across two experiments, the present study examined how ethical labelling and moral self-image influenced both the expected (Experiment One) and perceived (Experiment Two) taste/flavour characteristics of beer. In Experiment One, 170 participants read either a ‘moral’ or ‘control’ label describing a brewery, after which they were presented with an image of a beer. Participants then completed a Beer Taste Perception Questionnaire and the Moral Self-Image Scale. In Experiment Two, 59 participants were exposed to either the moral or control label before tasting a beer and completing the same questionnaires from Experiment One. The results of Experiment One indicated that label type moderated the relationship between moral self-image and the intensity ratings of the beer. Specifically, in the presence of a control label, the expected intensity of the beer’s flavour increased as moral self-image increased. Experiment Two found no evidence that the moral label influenced the perceived taste of the beer. However, the results showed that as moral self-image became more positive the perceived refreshingness of the beer increased. This study provides novel evidence of the potential relationship between an individual’s moral self-image and the expected and perceived taste/flavour characteristics of beer. © 2021 by the authors. Licensee MDPI, Basel, Switzerland

Steady state responses to temporally congruent and incongruent auditory and vibrotactile amplitude modulated stimulation

Recent research suggests that multisensory integration may occur at an early phase in sensory processing and within cortical regions traditionally though to be exclusively unisensory. Evidence from perceptual and electrophysiological studies indicate that the cross modal temporal correspondence of multisensory stimuli plays a fundamental role in the cortical integration of information across separate sensory modalities. Further, oscillatory neural activity in sensory cortices may provide the principle mechanism whereby sensory information from separate modalities is integrated. In the present study we aimed to extend this prior research by using the steady-state EEG response (SSR) to examine whether variations in the cross-modality temporal correspondence of amplitude modulated auditory and vibrotactile stimulation are apparent in SSR activity to multisensory stimulation. To achieve this we varied the cross-modal congruence of modulation rate for passively and simultaneously presented amplitude modulated auditory and vibrotactile stimuli. In order to maximise the SSR response in both modalities 21 and 40 Hz modulation rates were selected. Consistent with prior SSR studies, the present results showed clear evidence of phase-locking for EEG frequencies corresponding to the modulation rate of auditory and vibrotactile stimulation. As also found previously, the optimal modulation rate for SSR activity differed according to the modality, being greater at 40 Hz for auditory responses and greater at 21 Hz for vibrotactile responses. Despite consistent and reliable changes in SSR activity with manipulations of modulation rate within modality, the present study failed to provide strong evidence of multisensory interactions in SSR activity for temporally congruent, relative to incongruent, cross modal conditions. The results are discussed in terms of the role of attention as a possible factor in reconciling inconsistencies in SSR studies of multisensory integration

Dissociation of psychophysical and EEG steady-state response measures of cross-modal temporal correspondence for amplitude modulated acoustic and vibrotactile stimulation

Research examining multisensory integration suggests that the correspondence of stimulus characteristics across modalities (cross-modal correspondence) can have a dramatic influence on both neurophysiological and perceptual responses to multimodal stimulation. The current study extends prior research by examining the cross-modal correspondence of amplitude modulation rate for simultaneous acoustic and vibrotactile stimulation using EEG and perceptual measures of sensitivity to amplitude modulation. To achieve this, psychophysical thresholds and steady-state responses (SSRs) were measured for acoustic and vibrotactile amplitude modulated (AM) stimulation for 21 and 40. Hz AM rates as a function of the cross-modal correspondence. The study design included three primary conditions to determine whether the changes in the SSR and psychophysical thresholds were due to the cross-modal temporal correspondence of amplitude modulated stimuli: NONE (AM in one modality only), SAME (the same AM rate for each modality) and DIFF (different AM rates for each modality). The results of the psychophysical analysis showed that AM detection thresholds for the simultaneous AM conditions (i.e., SAME and DIFF) were significantly higher (i.e., lower sensitivity) than AM detection thresholds for the stimulation of a single modality (i.e., NONE). SSR results showed significant effects of SAME and DIFF conditions on SSR activity. The different pattern of results for perceptual and SSR measures of cross-modal correspondence of AM rate indicates a dissociation between entrained cortical activity (i.e., SSR) and perception