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Study finds food and beverage colors affect taste perceptions and expectations
date:Nov 20, 2018
s and asked them to taste and choose a color for each. Participants matched the correct color and taste 59 percent of the time, significantly higher than the researchers expected from random chance, which would have been 25 percent. It surprised researchers how quickly some participants learned to associate new colors with different tastes.

After showing that they could teach new color-taste associations to their participants, researchers then tested whether people could distinguish between thr

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