Contrast effect in evaluating palatability of beverages

This study aimed to clarify the contextual effect in evaluation of the pleasantness of beverages. Participants were presented a test stimulus and were then asked to rate how much they liked it before and after presentation of a contextual stimulus. Specifically, after participants were exposed to a less palatable beverage, they evaluated the test beverage as being more palatable than when their judgment of a test drink occurred after presentation of a neutral or palatable beverage (a positive contrast effect). This contextual effect can be explained by the reasoning that participants were affectively adapted to the palatability (less palatable) of a less palatable stimulus after repeated exposure; thus, they evaluated the test stimulus as more palatable. This study suggests that the evaluated value of the contextual stimuli affects evaluation of the test stimulus. The authors also suggest that these context effects are probably found in everyday life.