摘要
An increasing body of literature demonstrates that consumers associate visual information with specific gustatory elements. This phenomenon is better known as cross-modal correspondence. A specific correspondence that has received attention of late is the one between round forms and sweet taste. Research indicates that roundness (as opposed to angularity) is consistently associated with an increased sweetness perception. Focusing on two different cup forms (round versus angular), two studies tested this association for a butter milk drink and a mate-based soft drink. Results, however, were not able to corroborate the frequently suggested correspondence effect, but a correspondence was found between the angular cup and a more bitter taste for the soft drink. These results are discussed in light of previous findings matching sweetness with roundness and bitterness with angularity, hopefully aiding researchers in this field in conducting future experiments.
摘要译文
越来越多的文献表明，消费者将视觉信息与特定的味觉元素联系起来。这种现象更好地称为跨模态对应。最近受到关注的具体对应是圆形和甜味之间的对应关系。研究表明，圆度（与角度相反）始终与增加的甜味感知相关联。关注两种不同的杯形（圆形与角形），两项研究测试了这种关联的黄油牛奶饮料和配合型软饮料。然而，结果无法证实经常建议的对应效果，但是在角杯和软饮料的更苦味之间发现了对应关系。这些结果是根据以前的研究结果进行讨论的，这些研究结果将甜度与圆度，苦味和角度相匹配，希望有助于该领域的研究人员进行未来的实验。
Casparus J. A. Machiels. Bittersweet Findings: Round Cups Fail to Induce Sweeter Taste[J]. Beverages, 2018,4(1): 12