Assimilation and contrast are on the same scale of food anticipated-experienced pleasure divergence

Consumption of a product is preceded by an anticipation of its qualities by the consumer, which can itself modify the consumption experience. Improved knowledge of anticipation would allow better manipulation of it, for example to enhance the acceptance of healthier foods. According to the Assimilation-Contrast theory, the size of anticipation-reality divergence determines how anticipation influences consumers' satisfaction. For small divergences, experienced pleasure is the same as the anticipated pleasure (Assimilation); for large ones, the effect of surprise provokes an even larger discordance with that which was anticipated (Contrast). Few studies have attempted to observe both effects simultaneously, or to consider the anticipation-reality divergence quantitatively rather than qualitatively; these were the study's objectives. A range of 10 flavored drinks was developed to vary progressively in intensity. Ninety healthy young men consumed samples during two separate sessions. In session 1, hedonic and sensory scores of all drinks were recorded during blind tasting. In session 2, three drinks were chosen as references for taste intensity, and associated with neutral symbols that served as labels. Subjects then consumed 36 drink samples, each one bearing a label. For half of the samples drinks did not correspond to labels, creating a range of anticipation-reality divergence. By predicting session 2 scores using linear modeling with session 1 blind ratings as input, it was confirmed that both Assimilation and Contrast effects on hedonic ratings were present (Assimilation (t(89) = 5.645, p < 0.0001) and Contrast (t(89) = 3.186, p = 0.002 or t(89) = 2.494, p = 0.015, depending on the drink-label combination)). This study was the first to position Assimilation and Contrast within a quantitative context using controlled divergence variation rather than products from distinct categories.