Prior research on the relationship between the taste, aroma and drinking utensils of beverages tends to focus on topics such as alcohol, sparkling beverages, juice, coffee, and hot chocolate. However, there is limited research focused on the interdependence between the perception of teacups and the tea taste. This study proposed six hypotheses related to the teacup shape and texture, teacup preference and taste and smell of tea. A convenience sampling method recruited 102 participants to evaluate different tea brewing vessels.
The results showed that age and gender have an impact on the taste and aroma perception of tea. Specifically, the width, height, rim thickness and smoothness of the teacup surface do have an impact on the perception of tea flavor. Interestingly, the preference of the teacup played an intermediary effect between the tea taste and the shape and texture of the teacup.
These findings suggest that both external information (the physical properties of the teacup) and internal information (the consumer’s emotional response) influence the perception of tea flavor. From a marketing perspective, these insights can help tea sellers, manufacturers or consumers choose the most appropriate teacups to showcase the unique characteristics of different teas.
Sensory Perception
Visual Characteristics
The old saying, “you eat with your eyes” (Delwiche, 2012) reveals that our experience of consuming food or beverage is more than just a chemical reaction. The context of the stimuli and the complex reactions among the different sensory aspects, as well as the brain integrating them into a whole experience, all contribute to the “flavor system” (Small et al., 2004; Shepherd, 2006).
Prior research has shown that the visual appearance of the container can enhance the flavor and aroma components of the contents. For example, Piqueras-Fiszman et al. (2012) found that subjects had different perceptions of sweetness and flavor for the same hot chocolate when using different colored cups. Similarly, studies on coffee, juice, and wine have demonstrated that the visual shape of beverage utensils affects the judgment and expectations of the drink (Madden et al., 2000; Piqueras-Fiszman et al., 2012; Wan et al., 2014, 2015).
Haptic Attributes
In addition to visual cues, the tactile sensation of the drinking vessel can also influence the perception of taste and aroma. Delwiche and Pelchat (2002) found that professional tasters were influenced by the visual image of the glass when judging the taste and aroma of wine. Similarly, Vilanova et al. (2008) and Peng and Yang (2017) showed that both professionals and amateurs were affected by the touch of the vessel when tasting tea or wine.
Regarding the impact of surface texture, Wang and Spence (2018) discovered that when subjects touched wine glasses with contrasting textures, the wine in the velvet glass had a more fruity aroma and a sweeter, more pleasant taste. Schifferstein (2009) also found that the materials of the utensil and the touch of the skin had a significant impact on the sensory attributes of hot tea, coffee, and chocolate.
Multisensory Integration
The visual and tactile information from the teacup is integrated with the information from the taste receptors, resulting in a multisensory perception of the tea flavor. As Kreifeldt (2013) proposed, the visual image of an object can evoke appropriate tactile feelings, producing a cross-modal aesthetic experience.
Tea Experience
Taste Preferences
Teas can exhibit a wide range of flavor profiles, from the umami, sweetness, and smoothness found on the front of the tongue, to the astringency and richness sensed on the sides and back (Tea Industry Improvement Center of the Council of Agriculture, Executive Yuan, 2001). Younger consumers tend to be more sensitive to the astringent and rich notes, while older consumers appreciate the umami, sweetness, and smoothness of the tea (Yang et al., 2019).
Emotional Responses
The shape and texture of a teacup can also influence the consumer’s preference for the vessel, which in turn affects their perception of the tea flavor. As Noel and Dando (2015) and others have shown, emotional states can influence taste perception, with positive emotions often associated with sweetness.
Cultural Associations
Tea is the most widely consumed beverage globally, with China being the largest consumer (China Association for the Promotion of International Agricultural Cooperation, 2022). However, research on the appropriate utensils for tea drinking, especially Chinese teacups, is limited (Spence and Wan, 2016).
Cognitive Factors
Attention and Perception
The visual and haptic characteristics of the teacup may preattentively influence the perception of the tea’s flavor. As Di Stefano and Spence (2022) discussed, the visual system can help predict the tactile qualities of a surface, such as its grain size or regularity.
Memory and Learning
Experienced tea drinkers may have learned to associate certain teacup characteristics with specific flavor profiles, leading to different perceptions compared to novice consumers (Vilanova et al., 2008; Peng and Yang, 2017).
Decision-making Processes
When choosing a teacup, consumers may consider both the external (physical) and internal (emotional) factors that influence their perception of the tea’s flavor. This decision-making process can be informed by the findings of this study.
Design Implications
Product Design Considerations
The results of this study suggest that tea sellers, manufacturers, or consumers should consider the width, height, rim thickness, and surface smoothness of teacups when seeking to highlight specific flavor characteristics of the tea. For example, a wide-mouthed cup with a smooth surface may be better suited for teas with pronounced umami, sweetness, and smoothness, while a cup with a thicker rim and a slightly rough texture could accentuate the astringency and richness.
User Experience Optimization
By understanding the impact of teacup design on the perception of tea flavor, companies can tailor the tea-drinking experience to meet the preferences of different consumer segments. Younger consumers who enjoy more astringent and rich teas may be better served by teacups with certain visual and haptic qualities, while older consumers who prefer umami, sweetness, and smoothness may respond better to alternative teacup designs.
Sensory Marketing Strategies
The findings of this study can also inform sensory marketing strategies for tea brands. By carefully selecting the appropriate teacups to showcase their products, tea companies can enhance the perceived quality and enjoyment of their offerings, potentially improving sales and customer loyalty.
In conclusion, this research highlights the significant impact that the visual and haptic characteristics of teacups can have on the perception of tea flavor. By considering these factors, tea industry professionals and consumers alike can optimize the tea-drinking experience and better appreciate the nuances of this beloved beverage. For more information on the latest developments in the world of wine and hospitality, be sure to visit Wine Garden Inn.