为什么星巴克总用白杯子装咖啡?这是个心理学花招_BEC初级作文

为什么星巴克总用白杯子装咖啡?这是个心理学花招

Van Doorn decided to find out whether there was any truth to the barista's claim—and in the paper, shows that there is.

Van Doorn决定要弄清楚这位咖啡师的说法是否属实，而且报告中显示的确是这样。

The group tested three colors of mug: White, blue, and clear.

研究团队测试了3种咖啡杯颜色：白色、蓝色和透明。

They gave participants—the study had a small sample size of 36 drinkers—a café latté served in each color of cup, and asked them to rate it based on everything from intensity and sweetness to aroma, bitterness, and quality.

这项研究的样本量很小，只有36名常喝咖啡的人，他们在每个颜色的杯里都装上拿铁咖啡，分给受试者，然后让他们依据浓度、甜度、香味、苦味和品质打分。

The color of the cup ended up changing their perceptions of only two of those metrics: Intensity and sweetness.

杯子的颜色只影响他们对两个指标的评分：浓度和甜度。

When subjects drank their latté from a white cup, they rated it significantly more intense than the latté in a clear cup.

受试者喝白色杯子里的拿铁时，他们认为咖啡的浓度明显高于透明杯子里的拿铁。

Why? Well, Van Doorn gives us a few hypotheses. For example, he points to other flavor studies that show how contrast is a crucial determining factor in how we perceive taste.