How a white can changed Coke's taste perception

In 2011, Coca-Cola introduced a white version of their Coca-Cola can. The drink inside was identical to original Coca-Cola, but customers drinking from this white can hated the taste. 

The white can made buyers think the Cola tasted worse. 

To explain why, I need to delve into the science of sensehacking. With Professor Adrian North, I’ll explain why tennis players grunt loudly, why cars smell different when new, how a tablecloth alters our taste, and that music changes what you buy. 

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Today’s sources 

Bschaden, A., Dörsam, A., Cvetko, K., & Stroebele-Benschop, N. (2020). The impact of lighting and table linen as ambient factors on meal intake and taste perception. Food Quality and Preference, 79, 103797.

Cañal-Bruland, R., Müller, F., Lach, B., & Spence, C. (2018). Auditory contributions to visual anticipation in tennis. Psychology of Sport and Exercise, 36, 100–103.

Garber, M. (2012, July 26). The future of advertising will be squirted into your nostrils as you sit on a bus. The Atlantic.

Golan, M., & Fenko, A. (2015). Toward a sensory congruence model: Matching sounds with material properties. Food Quality and Preference, 46, 33–43.

Guéguen, N., Jacob, C., Lourel, M., & Pascual, A. (2012). When drivers see red: Car color and driving behavior. Color Research & Application, 37(5), 452–455.

Hanss, D., Steger, D., & Giesel, F. (2012). The influence of car color on driver behavior and perceptions of speed. Color Research & Application, 37(4), 304–309.

Hirsch, A. (1991, February 4). Preliminary results of olfaction Nike study. Marketing News, 25, 1–2.

Horswill, M. S., & Plooy, A. M. (2008). Auditory feedback influences perceived driving speed. Perception, 37(7), 1037–1043.

Leenders, M. A. A. M., Smidts, A., & El Haji, A. (2019). Ambient scent as a mood inducer in supermarkets: The role of scent intensity and time-pressure of shoppers. Journal of Retailing and Consumer Services, 48, 270–280.

Milliman, R. E. (1982). Using background music to affect the behavior of supermarket shoppers. Journal of Marketing, 46(3), 86–91.

North, A. C., Hargreaves, D. J., & McKendrick, J. (1999). The influence of in-store music on wine selections. Journal of Applied Psychology, 84(2), 271–276.

Spence, C. (2021). Sensehacking: How to use the power of your senses for happier, healthier living. Viking.

Wall Street Journal. (2012, October 23). Why consumers doubt silent vacuum cleaners. Wall Street Journal. https://www.wsj.com/articles/SB10001424052970203406404578074671598804116

Zellner, D., Geller, T., Lyons, S., Pyper, A., & Riaz, K. (2017). Ethnic congruence of music and food affects food selection but not liking. Food Quality and Preference, 56, 126-129.