The influence of recent tasting experience on expected liking for foods

Eric Robinson, Jackie Blissett, Suzanne Higgs

    Research output: Contribution to journalArticle

    11 Citations (Scopus)


    Expected liking is an important determinant of food choice and there is some suggestion that liking expectations are stable over time. Here we examine the impact that a recent 'disappointing' hedonic experience has on expected liking. In Study 1, we examine if a disappointing experience results in changes to expected liking one day after tasting and one week after tasting. In Study 2, we examine whether past frequency of eating a food determines whether a disappointing hedonic experience results in changes to expected liking. In Study 1, expected liking for a food was reduced 1 day after a disappointing experience, but not 1 week afterwards. In Study 2, past frequency of eating moderated whether expected liking for a food was reduced 1 week after a disappointing experience: expected liking of a infrequently eaten food was reduced, but not expected liking of a frequently eaten food. Liking expectations can be influenced by disconfirmatory hedonic experiences with a food product, but these effects are dependent upon the recency of the experience and the past frequency with which the food is eaten.

    Original languageEnglish
    Pages (from-to)101-106
    Number of pages6
    JournalFood Quality and Preference
    Issue number1
    Publication statusPublished - Jan 2013



    • Expected liking
    • Food consumption
    • Memory
    • Taste

    ASJC Scopus subject areas

    • Food Science
    • Nutrition and Dietetics

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