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Unraveling the mystery of the rounder, sweeter chocolate bar

Abstract:

The new rounded Cadbury’s Dairy Milk chocolate bar has got some consumers irate because they say it tastes sweeter than the original, more rectangular bar. The company says the formulation has not changed. Who is right? I suggest that this furore can perhaps be explained with reference to the literature on shape symbolism. People are known to associate sweetness with roundness and angularity with bitterness and, hence, making a traditionally rectangular food rounder may be expected to alter t...

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Publication status:
Published
Peer review status:
Peer reviewed
Version:
Publisher's version

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Publisher copy:
10.1186/2044-7248-2-28

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Department:
Oxford, MSD, Experimental Psychology
Publisher:
BioMed Central Publisher's website
Journal:
Flavour Journal website
Volume:
2
Issue:
28
Pages:
3
Publication date:
2013-11-14
Acceptance date:
2013-10-21
DOI:
ISSN:
2044-7248
Pubs id:
pubs:642299
URN:
uri:6f984b6f-e522-439f-872f-c5f141a18044
UUID:
uuid:6f984b6f-e522-439f-872f-c5f141a18044
Local pid:
pubs:642299
Keywords:

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