Coffee Shop Design (12-31-21)

Motoki and teammates studied how coffee shop design influences the experiences of people in them.  The investigators report that “Ratings of taste expectations, likelihood of visiting, and emotions were evaluated for each of 50 coffee shop images. . . . The results demonstrate that more reddish and lighter coloured coffee shop images were associated with the expectation that the coffee shop would serve a sweeter coffee, while more greenish and darker coloured coffee shop images were associated with more sour/bitter/tastier coffee expectations as well as a higher likelihood of visiting.”

Kosuke Motoki, Aika Takahashi, and Charles Spence.  2021.  “Tasting Atmospherics:  Taste Associations with Colour Parameters of Coffee Shop Interiors.”  Food Quality and Preference, vol. 94, 104315, https://doi.org/10.1016/j.foodqual.2021.104315