Impact of product name and seasonal context on the sensory evaluation of a seasonally themed beverage

Information can have a powerful impact on liking, however, little is known about the effect of product name on consumer perception. Moreover, the influence of season, as a sensory relevant context, has never been investigated. The aim of this study was to investigate the effect of naming products with season evoking names and to compare responses between seasons. One hundred and fifty three consumers took part in either a summer (n=71) or winter (n=82) tasting of a drink named 'Winter Spice' or 'Refreshing Summer Berries'. Within each campaign, a cross-over design was applied and participants rated the drink for liking and sensory characteristics (check-all-that-apply). Neither the name nor the season had an impact on liking; however, both factors affected attribute description. The drink was described significantly more often as "spice", "Christmassy" and "mulled wine" when named 'Winter Spice', it was described more often as "blackcurrant" and "cherry" during the winter months. Practical applications: It appears possible to use product names to deliver different sensorial experiences without impacting negatively on liking providing that the names reflect adequately the product intrinsic qualities. Seasons appear to be a sensory relevant context, developing a greater understanding of the underpinning mechanisms is critical product development and marketing.