This live course covers the theory of multi-sensory flavour perception and then applies the theory in a series of cross-modal exercises. You will learn how your perception of flavour changes with the environment and how you can manage your environment to improve sensory perception.
Our everyday experiences are multimodal, that is, they involve more than one sensory modality. Despite not being aware, the perception of flavour is built up by our brains from the information coming from all the senses. This means that flavour perception goes way beyond taste and smell. Research in the field of consumer psychology tries to understand the mind of the consumers in order to grasp their motivations. The aim of the course is (1) to discuss the main aspects of coffee flavour, and (2) to present the contributions of factors that go beyond the quality of the coffee itself. Cups, packaging, and ambience influence flavour perception and choice of clients. In addition to good coffee, the specialty coffee market should also focus on how to enhance the multisensory product experience.
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