Good beer is not something you should think about. Knowing what’s in a beer, or who made it, can taint your taste buds , a new study finds. Past research has revealed that knowing the brand or other information about a product can lead to higher consumer ratings. For instance, Coke is rated higher when consumed from a cup bearing the drink’s logo compared with one that is unmarked. Whether this conceptual information could affect the actual gustatory experience of drinking a Coke or certain type of coffee , for instance, has been a mystery. Beer tasting Leonard Lee of Columbia University in New York and his colleagues had 388 patrons of a pub taste-test two types of beer: a regular beer and the “MIT brew,” which was the regular beer plus a few drops of balsamic vinegar. The tasters were divided into three groups. One tasted the samples “blind,” with no knowledge of the secret ingredient. A second group found out about the vinegar before tasting the MIT brew. The third group learned of the additive immediately after tasting the special brew, but before indicating a preference between the two beers. The blind group preferred the MIT brew over… Read full this story
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