A Matter of Taste (and other stories)
When we consume something, we often describe it using the following tastes: sweet, sour, salty, bitter, and umami (although we’d probably be hard-pressed to find a person who uses umami in daily conversation). But when we describe something as being sweet, for example, how certain are we that we are describing the taste alone, as defined by the simple stimulation on our tongue? We know of things that smell sweet. We see things that look sweet. If "sweet" is something we use to describe not only things we eat but also things we see and smell, then surely the entire perception of sweetness does not depend on one sensory modality alone. This is the premise of a study this article shall proceed to summarize.
Lots of researchers in the past have studied the effects of color on taste perception, particularly the perception of sweetness. Roth, Radle, Gifford and Clydesdale, and Dubose, Cardello and Maller have conducted studies in 1988 and 1980, respectively, that shows taste intensity and color intensity are directly proportional, meaning that if a certain foodstuff seems more intensely colored, the more people will think it tastes strongly. Johnson and Clydesdale’s 1982 study then showed that if a sweet-tasting solution is more intensely colored, people seem to perceive it as sweeter than it actually is. From this, you’d think that color enhances sweetness, right? However, Strugnell’s 1997 study compared different colors- red, blue, green and yellow- to a colorless solution and obtained the following result: only red solutions were deemed as sweet as colorless solutions. Therefore, enhancing sweetness needs to employ a particular color, and not just any color. From this, we, the researchers, decided to expound on the aforementioned studies by comparing a colorless solution to 2 levels of red liquid solutions. Strugnell says a colorless solution is deemed as sweet as a red solution. But which shade of red, exactly? Is it equal to all shades of red? That is the rationale behind the color conditions we have selected. Our hypothesis was that the “intense red” color condition would be deemed as sweetest.
Odor is a little more complicated than colors. Although humans can name almost a thousand colors, researchers can opt to use just the basic colors in studies. However, every odor has a particular odor profile, and there is yet to be a consensus whether there are actually basic odor profiles. However, Castro, Ramanathan and Chennubhotla (2013) seem to think that we can indeed group odors into 10 categories: Fragrant, Fruity, Citrus, Woody and Resinous, Chemical, Sweet, Minty, Toasted and Nutty, Pungent, and Decayed. We decided to base our choice of a sweet-smelling scent on this study, which gives examples of odors under each category. We opted for vanilla, which is a fairly well-known scent and is easily bought in stores. We used two odor intensities compared to an odorless control, in keeping with the color conditions. Our hypothesis that the concentrated odor condition (in which vanilla, without being mixed in water, is administered) will enhance the solution’s sweetness the most is based on studies done by Cliff and Noble (1990) and Lavin and Lawless (1998).
After pretests to smooth out the intricacies of the actual experiment, we proceeded with the study, in which participants were randomly assigned to one of the 9 conditions in the experiment. After the experiment proper, which lasted for a little less than two weeks, the data was collated and analyzed. Results were quite surprising, to say the least. All of our hypotheses were rejected! First of all, results indicated that it was the colorless condition that yielded the highest sweetness ratings (although even then it didn’t exceed a “slightly sweet” rating), and people also rated the intensely colored liquid as being the highest in terms of bitterness (we included other tastes as a way to make sure the participants aren’t biased in answering the sweetness scale). Second of all, the odor did not affect sweetness significantly. However, an odorless condition did lead to the highest perception of bitterness. Lastly, the interaction of color and odor did not affect sweetness perception and even perception of any of the other basic tastes significantly.
All in all, the results of our study seem to contradict the cumulative research on the effects of color and odor on taste perception so far. A lot of factors do come into play, especially the lack of proper equipment and even a proper laboratory in which we could conduct our experiments. However, we do believe that our study has contributed to the dynamic discussion of multiple sensory modalities and their complex interactions to produce perceptions of the physical world.
This article is a summary of the 2014 study “Perceived Sweetness as a Function of Odor and Color” done in partial fulfillment of the requirements in Psych 135, a class on Sensation and Perception. The study was conducted by: Lavinia Lyka Lopez, Ma. Joyce Macaraig, Jireh Christi Jae Magayanes, Dana Esperanza Pancho and Gabrielle Tiongson. For more information on the study, you may contact us through this blog.
References:
Castro J.B., Ramanathan A., & Chennubhotla C.S., (2013) Categorical Dimensions of Human Odor Descriptor Space Revealed by Non-Negative Matrix Factorization. PLoS ONE 8(9): e73289. doi:10.1371/journal.pone.0073289
Cliff, M., & Noble, A. (1990). Time-intensity evaluation of sweetness and fruitiness and their interaction in a model solution. Journal of Food Science, 55(2), 450–454. doi: 10.1111/j.1365-2621.1990.tb06784.x
DuBose C., Cardello, A. & Maller O. (1980). Effects of colorants and flavorants on identification, perceived flavor intensity, and hedonic quality of fruit-flavored beverages and cake. Journal of Food Science, 45:1393-1399, 1415
Johnson, J. & Clydesdale, F.M. (1982). Perceived sweetness and redness in colored sucrose solutions. Journal of Food Science, 47:747-752
Lavin, J., & Lawless, H. (1998). Effects of color and odor on judgments of sweetness among children and adults. Food Quality and Preference, 9(4), 283 - 2892. doi: 0950-329319f81 9.00 0.00
Roth, H., Radle L., Gifford, S., & Clydesdale, F. (1988). Psychological relationships between perceived sweetness and color in lemon- and lime-flavored drinks. Journal of Food Science, 53:1116-1119
Strugnell, S. (1997). Colour and its role in sweetness perception. Appetite, 28, 85.“The smell of commerce: how companies use scents to sell their products.” (2011). Retrieved from http://www.independent.co.uk/news/media/advertising/the-smell-of-commerce-how-companies-use-scents-to-sell-their-products-2338142.html.
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