The feel of the container affects the taste of the drink it contains, according to a recent study by Rutgers Associate Professor of Marketing Maureen Morrin (along with Aradhna Krishna of the University of Michigan). Morrin tells us what happened when they blindfolded people and then gave them water to drink from firm and flimsy plastic cups.
WNYC 93.9 FM and AM 820 are New York's flagship public radio
stations, broadcasting the finest programs from NPR, PRI and American Public Media, as well as a wide range of award-winning local
programming. WNYC is a division of
New York Public Radio.