LaTour, Kathryn A.LaTour, Michael S.Wansink, Brian2020-09-122020-09-122017-07-0112282500https://hdl.handle.net/1813/71659This 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.en-USRequired Publisher Statement:.© WARC. Reprinted with permission. All rights reserved.winescarbonated soft drinksblind taste testadvertising researcharticle