Spiciness and Expectations

Wang, Yang, and Zheng studied how the the way hot sauces look how spicy we perceive them to be, determining that “red hot sauce still generates the strongest expected spiciness. Higher saturation of hot sauce color and roughness of the sauce also lead to stronger, expected spiciness.” Han Wang, Guangyu Yang, and Chundong Zheng. 2022. “The Cross-Modal Effect of Color and Roughness on the Perception of Spiciness.”  Journal of Sensory Studies, https://doi.org/10.1111/joss.12791

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