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Taste Perception: More than Meets the Tongue
Abstract
Perceptual discrimination is fundamental to rational choice in many product categories yet rarely examined in consumer research. The present research investigates discrimination as it pertains to consumers' ability to identify differences—or the lack thereof—among gustatory stimuli. Three experiments reveal systematic bias resulting from the presence of common visual and verbal product cues. Particularly noteworthy is the finding that the amount of bias induced by a subtle, nonevaluative cue can far exceed the bias induced by overt and well-established evaluative cues. In addition, the effects these cues have on perceptual discrimination diverge from the effects they have on preference.
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Cited by
Does food color influence taste and flavor perception in humans?
Spence, C., Levitan, C. A., Shankar, M. U., & Zampini, M. (2010) · Chemosensory Perception · doi:10.1007/s12078-010-9067-z · Cited by 540
On the psychological impact of food colour
Spence, C. (2015) · Flavour · doi:10.1186/s13411-015-0031-3 · Cited by 481
Elder, R. S., & Krishna, A. (2012) · Journal of Consumer Research · doi:10.1086/661531 · Cited by 465
The Effects of Advertising Copy on Sensory Thoughts and Perceived Taste
Elder, R. S., & Krishna, A. (2010) · Journal of Consumer Research · doi:10.1086/605327 · Cited by 350
How Package Design and Packaged‐based Marketing Claims Lead to Overeating
Chandon, P. (2013) · Applied Economic Perspectives and Policy · doi:10.1093/aepp/pps028 · Cited by 249
Metadata
- Authors
- Hoegg, J., & Alba, J. W.
- Venue
- Journal of Consumer Research
- Publisher
- Oxford University Press (OUP)
- Published
- 2007-03
- Volume
- 33
- Issue
- 4
- Pages
- 490-498
- ISSN
- 0093-5301 (ISSN-L)
- 1537-5277
- OpenAlex
- W1969426638
- Cited by
- 303
- References
- 0
- FWCI
- 12.35
- Type
- journal article
- Language
- en
- Open access
- closed
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