Assessing the Role of Color Cues and People's Beliefs About Color–Flavor Associations on the Discrimination of the Flavor of Sugar-Coated Chocolates

Carmel A. Levitan, Massimiliano Zampini, Ryan Li & Charles SpenceChemical Senses 2008 33(5):415-423AbstractWe report 2 experiments designed to investigate the effect of people's prior beliefs concerning specific color-flavor associations on their ability to discriminate the flavor of colored sugar-coated chocolate sweets. The participants in our study judged whether pairs of Smarties had the same