Let’s talk over coffee: Exploring the effect of coffee flavour descriptions on consumer imagery and behaviour

Abstract

Coffee is a complex beverage that is consumed worldwide and knows a broad range of flavours, but it appears that there is little agreement about coffee flavours between speakers. In order to optimise flavour descriptions on coffee packaging, this study investigates the effect of different types of coffee flavour descriptions. Participants were asked to rate vividness of imagery, desire to taste, and willingness to pay for several verbal coffee flavour descriptions online. The type of description had an effect on all three variables, and a correlation between them was found. Consumers seem to be able to imagine a coffee flavour from a verbal description quite clearly, but it depends on the type of words used and the form in which these words are presented. The results of this study can help to optimise coffee flavour descriptions, and consumers in making a choice out of a broad range of coffee beans.