First impressions count and it takes just a fraction of a second for us to decide whether we like someone when we meet them for the first time. With a collaborator, Rosen College of Hospitality Management's Dr. Marissa Orlowski is looking at how similar perceptions can be made about products and what implications this has for the food and beverage sector. They have discovered that the kind of vessel in which drinks are served affects both people's taste perceptions and their willingness to pay.
Lefebvre, S., Orlowski, M. (2019) Can, cup or bottle? The influence of beverage vessel on taste and willingness to pay. International Journal of Hospitality Management, 76, pp.194-205. https://doi.org/10.1016/j.ijhm.2018.05.009.
"How Drinking Vessels Influence Customer Taste Perceptions,"
Rosen Research Review: Vol. 1
, Article 6.
Available at: https://stars.library.ucf.edu/rosen-research-review/vol1/iss2/6