Does the type of receptacle influence the crossmodal association between colour and flavour? A cross-cultural comparison

Abstract

We report a cross-cultural study designed to investigate whether the type of receptacle in which a coloured beverage is presented influences the colour-flavour associations that consumers make. Participants from the United States of America (USA) and China were shown photographs of red, green, yellow, blue, orange, brown, and clear liquids in a water glass, a wine glass, a cocktail glass, and a plastic cup.