The impact of supertasters on taste test and marketing outcomes: How an innate characteristic shapes taste, preference, experience, and behavior

Kathryn A. Latour, Michael S. Latour, Brian Wansink

Research output: Contribution to journalArticlepeer-review

3 Scopus citations

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.

Original languageEnglish (US)
Pages (from-to)240-254
Number of pages15
JournalJournal of Advertising Research
Volume58
Issue number2
DOIs
StatePublished - Jun 1 2018

ASJC Scopus subject areas

  • Communication
  • Marketing

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