Year: 2017
Type: article
Abstract: ABSTRACT This article introduces advertisers to a new segmentation technique based on an individual9s 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.
Source: Journal of Advertising Research
DOI: 10.2501/jar-2017-030
Institutions: Cornell University, Ithaca College
Language: English
Subfield: Food Science
Domain: Life Sciences
Open Access status: green
OpenAlex ID: W2743270617