Abstract While the demand for non-alcoholic beer has increased, consumers often complain about its inferior sensory characteristics. As expectations mediate the effect of extrinsic product cues on sensory perception, we could utilise these cues to improve consumers’ experience of such products. The current study, comprising four repeated measures experiments, investigated the role of extrinsic cues in generating sensory and hedonic expectations of beer. A hundred and sixty-six beer drinkers viewed realistic beer labels, which varied in their colour, design, labelled alcohol content and sensory descriptor, in response to which they rated their expectations of bitterness, smoothness, sweetness, refreshment, beer colour, body and liking. In summary, across these four experiments, label colour, labelled alcohol content and sensory descriptor all had significant and replicable effects on consumer expectations. However, the size of these effects depended on how explicit or implicit the information of a cue was relative to the presence and specificity of other cues on the label. For example, red and brown labels increased expected bitterness (F(3,108) = 16.58, p

中文翻译：

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啤酒背景下隐性和显性外在线索对享乐和感官期望的影响

摘要 在对无酒精啤酒的需求增加的同时，消费者经常抱怨其较差的感官特性。由于预期会调节外在产品线索对感官知觉的影响，我们可以利用这些线索来改善消费者对此类产品的体验。目前的研究包括四个重复测量实验，研究了外在线索在产生啤酒的感官和享乐期望中的作用。一百六十六名啤酒饮用者查看了逼真的啤酒标签，这些标签在颜色、设计、标签酒精含量和感官描述方面各不相同，作为回应，他们评价了他们对苦味、光滑度、甜味、清爽度、啤酒颜色、酒体和喜欢。总之，在这四个实验中，标签颜色、标记的酒精含量和感官描述对消费者的期望都有显着且可复制的影响。然而，这些影响的大小取决于线索信息相对于标签上其他线索的存在和特异性的显性或隐性。例如，红色和棕色标签增加了预期的苦味 (F(3,108) = 16.58, p