This research marks the first test of the recently developed differentiated pleasure scale (from Consumer Behaviour) as applied to food science. For six decades now, sensory evaluation of taste has been dominated by the use of Peryam & Pilgrim’s (1957) hedonic scale, measuring liking or preference. To illustrate, this dominant view assumes that the difference in the pleasure of sipping a good cup of coffee versus the pleasure of receiving an undergraduate parchment is of quantity (i.e., more or less pleasure) rather than qualitative and one of type (i.e., different types or dimensions of pleasure). Of late, sensory research has begun to acknowledge the importance of consumption context on taste. Thus, this work stands to simultaneously advance both fields of research: sensory science and consumer behaviour.