Consumption context
The laboratory approach to sensory evaluation under controlled experimental conditions has nevertheless severe limitations for understanding everyday food perception and consumer preferences. Everyday food perception depends on the way the food is consumed and the context of the situation. Hence, to improve the external validity of sensory studies, in recent years sensory investigations have extended beyond the properties of the food itself.
For instance, Spence reviewed research on the effect of tableware and flatware (its size, shape, colour, material) on the perception and preference of food items. Several of the studies they discussed suggest that perceiving good quality in the cutlery and tableware may transfer to the food consumed, thus increasing the pleasantness ratings for the food. Furthermore, the way in which foods are presented can contribute substantially to their appeal. As regards this topic, food development can benefit from an abundance of insights obtained in other disciplines, such as the culinary arts, visual arts, and architecture