Ratings of pleasantness and intensity for beverages served in containers congruent and incongruent with expectancy

Pleasantness and intensity ratings of beverages served in containers congruent and incongruent with expectancy were assessed. Past research has shown that the violation of food expectancies, e.g., color, taste, temperature, leads to more negative evaluations of food. Thus, it was hypothesized that beverages sampled from a container incongruent with expectancy, e.g., beer from a coffee cup, would be rated less favorably than the same beverage sampled from a container congruent with expectancy, e.g., beer from a beer bottle. 61 participants evaluated three beverages (beer, orange juice, and hot chocolate) in three containers (bottle, glass, and cup) using 11-point rating scales for pleasantness and intensity. Analysis indicated beverages were rated as significantly more pleasant in containers congruent with expectancy, as well as rated more intense when presented in bottles. These results further address the effects of violating expectations on producing negative hedonic evaluations.