Sensory expectations of beverages generated by colours: a cross-cultural comparison among young consumers

Purpose This research is aimed at exploring how colours impact the taste expectations of beverages, considering three different countries: Italy, Poland and Morocco. Specifically, the purpose is to analyse how the sensory interaction can affect young consumers and if the cultural aspect affects them in order to draw consumer behaviour implications. Design/methodology/approach This is cross-cultural research, structured into two studies. Researchers have administered two questionnaires for each study. Both the questionnaires included 12 questions (three colours – that were red, yellow and orange – × four flavours – that were sweetness, sourness, bitterness and saltiness): participants were asked to express an evaluation on a scale of 1–10 regarding the association between a certain colour of a hypothetical drink and a certain taste. About 150 subjects were involved: 50 Italians, 50 Poles and 50 Moroccans. Findings Results highlighted differences between these three national groups. In particular, yellow generated more bitter/salty expectation by Italians (vs Poles) while Poles perceived the red beverage as sweeter and the orange one sourer than Italians. Moreover, yellow and orange beverages inspired sour expectations in Moroccans, compared to Italians. Originality/value The comparison between Italy, Poland and Morocco is the most original aspect of this study. Cross-cultural studies are spread in cross-modal research, but this combination is new in literature. In addition, the focus on young consumers and on online environments are further elements of originality.