Impact of crema on expected and actual espresso coffee experience

• Espresso coffee without crema is expected to be low in liking, quality and taste intensity.
• Crema amount modulates expected and actual espresso coffee experience.
• Expectations generated by crema enhance perceived quality through assimilation model.
• Expectations induced by various crema levels do not impact actual taste intensity.

The formation and stabilization of crema on espresso coffee are areas that have been well studied during the last 2 decades. In contrast, the contribution of the sensory perception of crema in the coffee consumption experience has not received a lot of attention. Crema being a key visual differentiator between espresso coffees, it may influence the overall sensory and hedonic experiences through the process of assimilation or contrast of visually induced expectations. The objective of this research was therefore to investigate the role of the expectation generated by crema visual cues on actual sensory and hedonic espresso coffee consumption experience. The study was designed to measure the impact of absence, presence and amount of crema on expectation for espresso coffee in liking, quality, overall taste intensity, bitterness and smoothness. Four espresso coffees with different amounts of crema were rated on each characteristic by espresso coffee consumers in three evaluation conditions: visual condition (expectation induced by crema visual cues), in-mouth condition (espresso coffee tasting while participants were blindfolded), full condition (standard tasting). The aim of this procedure was to quantify the respective contribution of crema visual cues and in-mouth espresso coffee tasting to the overall espresso coffee experience. Results showed that espresso coffee without crema was expected to be moderately liked, low in quality and weakly smooth as compared to espresso coffee with crema. Such expectations negatively impacted hedonic and sensory in-mouth experience through assimilation effect. Change in crema amount also impacted consumers' expectation which in turn modulated hedonic and sensory experience for espresso coffee. For the first time, this study highlighted the key role of crema visual cues on espresso coffee consumption experience.