Effects of Cognitive Style and Evaluation Context on Hedonic and Sensory Perception of Café Latte: A Comparison of Sensory Booth, Real-Life, and Mixed Reality Environments

This study examined cognitive style-related differences (analytic vs. holistic) in consumer liking, sensory perception, and ideal sensory profiles across three evaluation contexts (real café, sensory booth, and mixed reality). A total of 77 participants were divided into an analytic group (N = 34) and a holistic group (N = 43) based on the Analysis–Holism Scale. They evaluated six café latte samples varying in sugar concentration (0, 2.5, 5%) and espresso-to-milk ratio (1:2 and 1:3) for three en