Touch-sensitive people are more likely to find a beverage tastier if it's in a not-so-flimsy cup.
That morning shot of espresso probably tastes better in an Italian, thick-walled cup than in a burn-your-fingers paper one, reports an April study in the Journal of Consumer Research. "People always say wine tastes better in crystal glasses than in plastic glasses," says lead author Aradhna Krishna, marketing professor at the University of Michigan. "Rationally, the feel of a container should not affect taste."
