Purpose

Visual stimulation affects the taste of food and beverages. This study aimed to understand how latte art affects coffee consumption by collecting participants' brainwave data and their taste responses.

Design/methodology/approach

Seventy subjects participated in a two-stage experiment. Electroencephalography (EEG) was employed to measure brainwave activity. With an interval of one week, each stage involved coffee consumption with and without latte art. The responses to the taste of the coffee were also collected for analysis.

Findings

Significant differences were found in the participants' alpha and beta brainwave bands. When drinking coffee with latte art, the participants' alpha bands were significantly lower, whereas the beta bands were higher. These findings were supported by Bayesian statistics. A significant increase was found in the participants' taste of sweetness and acidity with latte art, and Bayesian statistics confirmed the results for sweetness although the evidence on the increase in acidity was anecdotal. No difference was found in the taste of bitterness.

Originality/value

This study highlights the effect of latte art on coffee consumption. The authors analysed the empirical evidence from this two-stage experimental study in the form of the participants' brainwave data and their responses to taste. This study's original contribution is that it explored the crossmodal effects of latte art on consumers' taste of coffee from a neuroscientific perspective. The results of this study can provide empirical evidence on how to effectively use latte art in practical business environments.

中文翻译：

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用拿铁艺术喝咖啡会更好吗？神经科学的观点

目的

视觉刺激会影响食物和饮料的味道。这项研究旨在通过收集参与者的脑电波数据及其口味响应来了解拿铁艺术如何影响咖啡消费。

设计/方法/方法

七十名受试者参加了一个分为两个阶段的实验。脑电图（EEG）用于测量脑电波活动。每隔一个星期，每个阶段都要进行咖啡的饮用，不论有无拿铁艺术。还收集了对咖啡口味的响应以进行分析。

发现

在参与者的α和β脑电波带中发现了显着差异。当喝拿铁咖啡时，参与者的阿尔法谱带明显较低，而β谱带则较高。这些发现得到了贝叶斯统计的支持。拿铁艺术对参与者的甜度和酸度口味有显着提高，尽管酸度增加的证据是轶闻的，但贝叶斯统计证实了甜度的结果。苦味没有发现差异。

创意/价值

这项研究突出了拿铁艺术对咖啡消费的影响。作者以参与者的脑电波数据及其对味觉的反应的形式分析了这一为期两阶段的实验研究的经验证据。这项研究的原始贡献在于，它从神经科学的角度探讨了拿铁艺术对消费者咖啡口味的交互作用。这项研究的结果可以提供有关在实际商业环境中如何有效使用拿铁艺术的经验证据。