Color of cup influences perception of drink when you think abstractly.

What is it about?

Previous research has demonstrated that the color of a cup can affect the perception of the beverage. For instance, sparkling water is rated as more refreshing in a blue than in a yellow cup, an energy drink as more sour in a yellow than in a blue cup, and coffee as hotter in a red than in a blue mug. In three experiments, this research shows that the influence of the cup color influences the perception of the drinks particularly when the consumer is primed to think abstractly (compared to concretely).

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Why is it important?

The findings provide the first evidence that a high level of construal can increase cross-sensory assimilation.