Expected liking is an important determinant of food choice and there is some suggestion that liking expectations are stable over time. Here we examine the impact that a recent ‘disappointing’ hedonic experience has on expected liking. In Study 1, we examine if a disappointing experience results in changes to expected liking one day after tasting and one week after tasting. In Study 2, we examine whether past frequency of eating a food determines whether a disappointing hedonic experience results in changes to expected liking. In Study 1, expected liking for a food was reduced 1 day after a disappointing experience, but not 1 week afterwards. In Study 2, past frequency of eating moderated whether expected liking for a food was reduced 1 week after a disappointing experience: expected liking of a infrequently eaten food was reduced, but not expected liking of a frequently eaten food. Liking expectations can be influenced by disconfirmatory hedonic experiences with a food product, but these effects are dependent upon the recency of the experience and the past frequency with which the food is eaten.
Robinson, E., Blissett, J., & Higgs, S. (2013). The influence of recent tasting experience on expected liking for foods. Food Quality and Preference, 27(1), 101-106. https://doi.org/10.1016/j.foodqual.2012.07.001