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Latté Art Influences both the Expected and Rated Value of Milk‐Based Coffee Drinks

2015; Wiley; Volume: 30; Issue: 4 Linguagem: Inglês

10.1111/joss.12159

1745-459X

George Van Doorn, Maxwell Colonna‐Dashwood, Reuben Hudd‐Baillie, Charles Spence,

Color perception and design

Abstract The present study investigated whether consumers’ expectations and perceptions concerning milk‐based coffee drinks would be influenced by: (1) the presence/absence of latté art on the froth of the coffee, and (2) shape‐taste symbolism (i.e., angular versus rounded shapes presented on the froth). An online survey conducted using photographs of cups of coffee revealed that the presence of latté art did indeed influence people's expectations concerning the value of the drink. Follow‐up research revealed that people were willing to pay more for a milk‐based coffee drink that had latté art as compared to a similar drink served without art. In a third experiment, an online survey revealed that an angular shape, relative to a more rounded shape, influenced people's expectations concerning the likability, bitterness and quality of the drink. A final experiment (Experiment 4) revealed that shape influenced people's perception of the quality and estimated price of the coffee. Taken together, the various results reported here demonstrate that the presence of latté art influences how much people expect, and are willing, to pay for a café latté. As such, adding art to, and the type of visual design on, a customer's drink should be considered by those serving café latté as an effective means of increasing value. Practical Applications The addition of latté art to milk‐based coffees is an interesting, and somewhat recent, phenomenon. The inclusion of latté art can help baristas differentiate their product from those of others. The results reported here suggest that the addition of latté art influences how much people expect, and are willing to pay for milk‐based coffees. As such, for the cafe owner thinking about how to increase profits, the experiments reported here suggest that people are willing to pay between 11–13% more for coffee with latté art than for those without it.