The influence of recent tasting experience on expected liking for foods

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Colleges, School and Institutes


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
Early online date9 Jul 2012
Publication statusPublished - 1 Jan 2013


  • Expected liking, Food consumption, Memory, Taste

ASJC Scopus subject areas