However, cultures can build up a tolerance for many sensations, such as the heat from chile peppers. Even within the United States, acquired tastes play a role, Popper says. If you taste a lot of hearth-baked breads, all of a sudden your standard for bread changes. That's not necessarily a cultural standard, but something that might change individually. Temperature's high ranking among consumer perceptions of quality also makes sense, Popper says.
Temperature also can dramatically affect how food tastes.
Food-safety concerns also may play a role, as more consumers learn that foods should be kept at appropriate temperatures to eliminate or inhibit the growth of bacteria. The relatively low rank of aroma among consumer priorities may be misleading, Popper says. Most of the flavor associated with food registers not with the taste buds but with the sense of smell. A number of foodservice companies have used aroma to their advantage in promoting a quality image to consumers, Popper notes. The scent of freshly baked cookies no doubt helps Mrs. Fields lure customers, while anyone who has been in a Starbucks is familiar with the company's signature aroma of freshly roasted coffee.