Mean percentage of correct flavour discrimination responses for the lime (a), orange (b), strawberry (c), and flavourless (d) solutions presented in Zampini
; experiment 2). The error bars represent the between-participants standard errors of the means. These results clearly show the deleterious effect of adding the inappropriate food colour on participants’ flavour identification responses, at least for the lime- and orange-flavoured drinks. (Somewhat surprisingly, the addition of food colouring had little effect on the accuracy of participants’ flavour discrimination responses for the strawberry flavoured solution). Critical to the present discussion, increasing the intensity of food colouring had no effect on flavour identification, nor on judgments of flavour intensity. (Figure reprinted with permission from ).