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dc.contributor.authorLaTour, Kathryn A.
dc.contributor.authorLaTour, Michael S.
dc.contributor.authorWansink, Brian
dc.description.abstractThis article introduces advertisers to a new segmentation technique based on an individual’s inherited taste sensitivity—that is, the “supertaster.” Three studies demonstrate that this inherited supertaster difference can explain blind taste-test anomalies, such as the Pepsi Challenge; heightened brand loyalty; and a reduced sensitivity to peripheral product cues, such as visual variations. These findings underscore a new vein of segmentation that has great promise for explaining variance in lab, expert, and crowd-sourced evaluations involving matters of taste.
dc.rightsRequired Publisher Statement:.© WARC. Reprinted with permission. All rights reserved.
dc.subjectcarbonated soft drinks
dc.subjectblind taste test
dc.subjectadvertising research
dc.titleThe Impact of Supertasters On Taste Test and Marketing Outcomes: How an Innate Characteristic Shapes Taste, Preference, Experience, and Behavior
dc.description.legacydownloadsLaTour41_Impact_of_super_tasters.pdf: 318 downloads, before Aug. 1, 2020.
local.authorAffiliationLaTour, Kathryn A.: Cornell University
local.authorAffiliationLaTour, Michael S.: Cornell University
local.authorAffiliationWansink, Brian: Cornell University

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