Expecting yoghurt drinks to taste sweet or pleasant increases liking

This experiment studied the effect of cues on liking of yoghurt drinks. We examined how hedonic (degrees of like/dislike) and sensory (level of sweetness/saltiness) cues affected liking ratings. In the learning phase, thirty-nine participants learned to associate cues with yoghurt drinks. Cues were learned for mildly and highly salty and sweet yoghurts. Sweet yoghurts were used as liked, salty yoghurts as disliked stimuli. Half the participants associated the cues with yoghurt liking (i.e. hedonic cues), the other half with the sweetness or saltiness of the yoghurt drink (i.e. sensory cues). In the test phase a cue was presented to participants subliminally (20. ms) or supraliminally (500. ms) before they tasted and rated liking of one of three yoghurt drinks in each category. The three yoghurt drinks consisted of the trained samples and a new third drink situated approximately half-way in between. The cue-drink combination was either congruent (the cued drink was given) or incongruent (two degrees of incongruence). For sweet yoghurt drinks cue-following assimilation effects were found for the supraliminal but not the subliminal cue presentations. For salty yoghurts, no effects of cue were found. This indicates that the nature of the drinks itself plays a critical role in modulating assimilation. © 2010 Elsevier Ltd.