A Study on Coffee Product Forms and Their Psychological Effects

Abstract

There have been many investigations on psychological effects of coffee. Little investigations, however, have been conducted about the relationships between coffee product forms and their psychological effects, although coffee is sold in various product forms, such as coffee beans, ground coffee, drip bag coffee, instant coffee, canned coffee, and liquid coffee. Therefore, we investigated how the coffee product forms affect tastes such as bitterness, sourness, and aftertaste and psychological imagery such as tastiness, luxury, familiarity, personal preference. Our questionnaire survey and sensory evaluation experiments suggested that coffee product forms could affect psychological imagery more than the tastes.