The Impact of Supertasters On Taste Test and Marketing Outcomes: How an Innate Characteristic Shapes Taste, Preference, Experience, and Behavior
dc.contributor.author | LaTour, Kathryn A. | |
dc.contributor.author | LaTour, Michael S. | |
dc.contributor.author | Wansink, Brian | |
dc.date.accessioned | 2020-09-12T21:04:04Z | |
dc.date.available | 2020-09-12T21:04:04Z | |
dc.date.issued | 2017-07-01 | |
dc.description.abstract | This 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.description.legacydownloads | LaTour41_Impact_of_super_tasters.pdf: 318 downloads, before Aug. 1, 2020. | |
dc.identifier.other | 12282500 | |
dc.identifier.uri | https://hdl.handle.net/1813/71659 | |
dc.language.iso | en_US | |
dc.rights | Required Publisher Statement:.© WARC. Reprinted with permission. All rights reserved. | |
dc.subject | wines | |
dc.subject | carbonated soft drinks | |
dc.subject | blind taste test | |
dc.subject | advertising research | |
dc.title | The Impact of Supertasters On Taste Test and Marketing Outcomes: How an Innate Characteristic Shapes Taste, Preference, Experience, and Behavior | |
dc.type | article | |
local.authorAffiliation | LaTour, Kathryn A.: kal276@cornell.edu Cornell University | |
local.authorAffiliation | LaTour, Michael S.: Cornell University | |
local.authorAffiliation | Wansink, Brian: Cornell University |
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