TY - JOUR
T1 - The impact of supertasters on taste test and marketing outcomes
T2 - How an innate characteristic shapes taste, preference, experience, and behavior
AU - Latour, Kathryn A.
AU - Latour, Michael S.
AU - Wansink, Brian
N1 - Publisher Copyright:
© 2018, World Advertising Research Center. All rights reserved.
PY - 2018/6/1
Y1 - 2018/6/1
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=85047840271&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85047840271&partnerID=8YFLogxK
U2 - 10.2501/JAR-2017-030
DO - 10.2501/JAR-2017-030
M3 - Article
AN - SCOPUS:85047840271
SN - 0021-8499
VL - 58
SP - 240
EP - 254
JO - Journal of Advertising Research
JF - Journal of Advertising Research
IS - 2
ER -