AP PSYCHOLOGY

Detailed explanation-1: -Color did affect flavor intensity, especially in the older group. Subjects reported that drinks with more red color tasted stronger. Color did affect flavor quality (how “true” it tested like cherry). Color did affect overall acceptability of the drink (how much people liked the drink).

Detailed explanation-2: -Thus, when visual flavour is discussed in the literature (e.g. Hutchings, 1977, Masurovsky, 1939), it can be argued that, although typically not stated explicitly, what researchers are primarily referring to are the flavour expectations that are set up by the colour of a food or beverage item.

Detailed explanation-3: -Olfaction, the sense of smell, is a dominant contributor to our sense of flavour (Chartier, 2013; Stuckey, 2012). While olfaction often goes overlooked, we recognize its importance when we have a cold and no longer experience the same satisfaction when we eat.

Detailed explanation-4: -Color perception involves a processing stream that includes opsin-containing cones in the retina, color-opponent responses in the retinal ganglion cells, computations of color contrast in striate cortex, and a network of temporal areas that underlie the emergence of a stable color percept.