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Related Concept Videos

Taste Buds and Receptors01:20

Taste Buds and Receptors

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Gustation, or the sense of taste, is intrinsically linked to the anatomical structures located on the tongue. This organ's surface, along with the entirety of the oral cavity, is adorned with stratified squamous epithelium. Evident on the tongue are elevated structures known as papillae (singular = papilla), which house the mechanisms for the transduction of gustatory stimuli. Four distinct types of papillae exist, each identified by their unique morphological attributes: the circumvallate,...
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Perception is influenced by perceptual set, context, motivation, and emotion. Perceptual set, or perceptual expectancy, refers to the tendency to perceive things in a particular way, influenced by previous experiences and expectations. This phenomenon affects the interpretation of stimuli, creating a set of mental tendencies and assumptions that impact sensory perceptions of sound, taste, touch, and sight.
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The Physiology of Taste01:24

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The perception of a salty flavor is facilitated by sodium ions within the oral salivary fluid. Upon consumption of a salty substance, salt crystals disassemble, leading to the liberation of its constituents—Na+ and Cl- ions. These ions subsequently dissolve into the salivary fluid present in the oral cavity. The external environment of the gustatory cells experiences an elevation in Na+ concentration, thereby establishing a potent concentration gradient. This gradient propels the...
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Conditioned Taste Aversion01:14

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Conditioned taste aversion, also known as sauce béarnaise syndrome, is a phenomenon in which an individual develops an aversion to a certain food taste following a negative experience, typically illness. This form of aversion is a type of classical conditioning in which the taste of the food (conditioned stimulus, CS) is associated with the experience of illness (unconditioned stimulus, UCS).
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The Soil Ecosystem02:23

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Plants obtain inorganic minerals and water from the soil, which acts as a natural medium for land plants. The composition and quality of soil depend not only on the chemical constituents but also on the presence of living organisms. In general, soils contain three major components:
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Volatilization01:10

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Volatilization gravimetry is an analytical technique that measures the mass lost due to the volatilization of the substance. This technique is used to estimate the amount of volatile material in a sample. To perform this method, heat a known amount of the sample to a high temperature in a crucible or other suitable vessel. The volatile substance in the sample evaporates, and the vapor is completely expelled from the crucible either by heating the sample or bubbling a stream of inert gas through...
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Related Experiment Video

Updated: Nov 10, 2025

The Terroir Concept Interpreted through Grape Berry Metabolomics and Transcriptomics
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Virtual Terroir and the Premium Coffee Experience.

Francisco Barbosa Escobar1,2, Olivia Petit3, Carlos Velasco2

  • 1Department of Food Science, Faculty of Science and Technology, Aarhus University, Aarhus, Denmark.

Frontiers in Psychology
|April 5, 2021
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Summary

Visuals evoking coffee

Keywords:
atmospherescoffeeconsumer experienceoriginpremiumnessterroirvirtual reality

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Area of Science:

  • Consumer Behavior
  • Sensory Science
  • Marketing

Background:

  • Specialty coffee emphasizes origin and farmer relationships to convey premium value.
  • Limited research exists on how visual cues influence consumer perception of coffee premiumness.

Purpose of the Study:

  • To investigate the impact of origin-evoking visuals on coffee premiumness perception.
  • To explore the role of virtual reality (VR) in enhancing consumer experience with coffee.

Main Methods:

  • Three experiments were conducted using online images and VR environments.
  • Participants included non-expert consumers and coffee professionals.

Main Results:

  • Images of coffee origin (farms) positively influenced premiumness expectations.
  • VR environments depicting coffee origin enhanced perceived premiumness for non-experts.
  • Congruence between VR atmosphere and coffee attributes mediated non-expert enjoyment and influenced taste expectations (sweetness, acidity).
  • VR enhanced experience enjoyment for coffee professionals.

Conclusions:

  • Visual cues, particularly immersive VR, can significantly impact consumer perceptions of coffee premiumness and sensory attributes.
  • Congruence is key for optimizing VR-driven consumer experiences in the coffee industry.
  • Findings offer practical insights for developing immersive virtual product experiences.