The Impact of Supertasters On Taste Test and Marketing Outcomes: How an Innate Characteristic Shapes Taste, Preference, Experience, and Behavior

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; heighten...

Ausführliche Beschreibung

Gespeichert in:

Bibliographische Detailangaben
Veröffentlicht in:	Journal of advertising research 2018-06, Vol.58 (2), p.240-254
Hauptverfasser:	Latour, Kathryn A., Latour, Michael S., Wansink, Brian
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertisers Brand loyalty Crowdsourcing Studies
Online-Zugang:	Volltext
Tags:	Tag hinzufügen Keine Tags, Fügen Sie den ersten Tag hinzu!

container_end_page	254
container_issue	2
container_start_page	240
container_title	Journal of advertising research
container_volume	58
creator	Latour, Kathryn A. Latour, Michael S. Wansink, Brian
description	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.
doi_str_mv	10.2501/JAR-2017-030
format	Article
fullrecord	<record><control><sourceid>proquest_cross</sourceid><recordid>TN_cdi_proquest_journals_2104168155</recordid><sourceformat>XML</sourceformat><sourcesystem>PC</sourcesystem><sourcerecordid>2104168155</sourcerecordid><originalsourceid>FETCH-LOGICAL-c252t-e76d6dc634939495be43c337d6a304f2392191a850c84f95c70d8710f6562e5a3</originalsourceid><addsrcrecordid>eNotkE9LAzEUxIMoWKs3P0DAq9H38m83JynFaqVS0PUcYjarrXZ3TbIHv71b6mlmYJj3-BFyiXDDFeDt0-yFccCCgYAjMsFCAkMD5phMADiyUhpzSs5S2sKYQakJuas-A13ueucz7Rr6OvQhZpdyiImuW1rtLa1CytS1NX128SvkTftB10P23S6kc3LSuO8ULv51St4W99X8ka3WD8v5bMU8VzyzUOha114LaYSRRr0HKbwQRa2dANlwYTgadKUCX8rGKF9AXRYIjVaaB-XElFwddvvY_QzjP3bbDbEdT1qOIFGXqNTYuj60fOxSiqGxfdzsXPy1CHaPyI6I7B6RHRGJP5qrVkY</addsrcrecordid><sourcetype>Aggregation Database</sourcetype><iscdi>true</iscdi><recordtype>article</recordtype><pqid>2104168155</pqid></control><display><type>article</type><title>The Impact of Supertasters On Taste Test and Marketing Outcomes: How an Innate Characteristic Shapes Taste, Preference, Experience, and Behavior</title><source>EBSCOhost Business Source Complete</source><creator>Latour, Kathryn A. ; Latour, Michael S. ; Wansink, Brian</creator><creatorcontrib>Latour, Kathryn A. ; Latour, Michael S. ; Wansink, Brian</creatorcontrib><description>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.</description><identifier>ISSN: 0021-8499</identifier><identifier>EISSN: 1740-1909</identifier><identifier>DOI: 10.2501/JAR-2017-030</identifier><language>eng</language><publisher>New York: Advertising Research Foundation</publisher><subject>Advertisers ; Brand loyalty ; Crowdsourcing ; Studies</subject><ispartof>Journal of advertising research, 2018-06, Vol.58 (2), p.240-254</ispartof><rights>Copyright Advertising Research Foundation Jun 1, 2018</rights><woscitedreferencessubscribed>false</woscitedreferencessubscribed><cites>FETCH-LOGICAL-c252t-e76d6dc634939495be43c337d6a304f2392191a850c84f95c70d8710f6562e5a3</cites></display><links><openurl>$$Topenurl_article</openurl><openurlfulltext>$$Topenurlfull_article</openurlfulltext><thumbnail>$$Tsyndetics_thumb_exl</thumbnail><link.rule.ids>314,776,780,27901,27902</link.rule.ids></links><search><creatorcontrib>Latour, Kathryn A.</creatorcontrib><creatorcontrib>Latour, Michael S.</creatorcontrib><creatorcontrib>Wansink, Brian</creatorcontrib><title>The Impact of Supertasters On Taste Test and Marketing Outcomes: How an Innate Characteristic Shapes Taste, Preference, Experience, and Behavior</title><title>Journal of advertising research</title><description>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.</description><subject>Advertisers</subject><subject>Brand loyalty</subject><subject>Crowdsourcing</subject><subject>Studies</subject><issn>0021-8499</issn><issn>1740-1909</issn><fulltext>true</fulltext><rsrctype>article</rsrctype><creationdate>2018</creationdate><recordtype>article</recordtype><recordid>eNotkE9LAzEUxIMoWKs3P0DAq9H38m83JynFaqVS0PUcYjarrXZ3TbIHv71b6mlmYJj3-BFyiXDDFeDt0-yFccCCgYAjMsFCAkMD5phMADiyUhpzSs5S2sKYQakJuas-A13ueucz7Rr6OvQhZpdyiImuW1rtLa1CytS1NX128SvkTftB10P23S6kc3LSuO8ULv51St4W99X8ka3WD8v5bMU8VzyzUOha114LaYSRRr0HKbwQRa2dANlwYTgadKUCX8rGKF9AXRYIjVaaB-XElFwddvvY_QzjP3bbDbEdT1qOIFGXqNTYuj60fOxSiqGxfdzsXPy1CHaPyI6I7B6RHRGJP5qrVkY</recordid><startdate>20180601</startdate><enddate>20180601</enddate><creator>Latour, Kathryn A.</creator><creator>Latour, Michael S.</creator><creator>Wansink, Brian</creator><general>Advertising Research Foundation</general><scope>AAYXX</scope><scope>CITATION</scope></search><sort><creationdate>20180601</creationdate><title>The Impact of Supertasters On Taste Test and Marketing Outcomes</title><author>Latour, Kathryn A. ; Latour, Michael S. ; Wansink, Brian</author></sort><facets><frbrtype>5</frbrtype><frbrgroupid>cdi_FETCH-LOGICAL-c252t-e76d6dc634939495be43c337d6a304f2392191a850c84f95c70d8710f6562e5a3</frbrgroupid><rsrctype>articles</rsrctype><prefilter>articles</prefilter><language>eng</language><creationdate>2018</creationdate><topic>Advertisers</topic><topic>Brand loyalty</topic><topic>Crowdsourcing</topic><topic>Studies</topic><toplevel>online_resources</toplevel><creatorcontrib>Latour, Kathryn A.</creatorcontrib><creatorcontrib>Latour, Michael S.</creatorcontrib><creatorcontrib>Wansink, Brian</creatorcontrib><collection>CrossRef</collection><jtitle>Journal of advertising research</jtitle></facets><delivery><delcategory>Remote Search Resource</delcategory><fulltext>fulltext</fulltext></delivery><addata><au>Latour, Kathryn A.</au><au>Latour, Michael S.</au><au>Wansink, Brian</au><format>journal</format><genre>article</genre><ristype>JOUR</ristype><atitle>The Impact of Supertasters On Taste Test and Marketing Outcomes: How an Innate Characteristic Shapes Taste, Preference, Experience, and Behavior</atitle><jtitle>Journal of advertising research</jtitle><date>2018-06-01</date><risdate>2018</risdate><volume>58</volume><issue>2</issue><spage>240</spage><epage>254</epage><pages>240-254</pages><issn>0021-8499</issn><eissn>1740-1909</eissn><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.</abstract><cop>New York</cop><pub>Advertising Research Foundation</pub><doi>10.2501/JAR-2017-030</doi><tpages>15</tpages></addata></record>
fulltext	fulltext
identifier	ISSN: 0021-8499
ispartof	Journal of advertising research, 2018-06, Vol.58 (2), p.240-254
issn	0021-8499 1740-1909
language	eng
recordid	cdi_proquest_journals_2104168155
source	EBSCOhost Business Source Complete
subjects	Advertisers Brand loyalty Crowdsourcing Studies
title	The Impact of Supertasters On Taste Test and Marketing Outcomes: How an Innate Characteristic Shapes Taste, Preference, Experience, and Behavior
url	https://sfx.bib-bvb.de/sfx_tum?ctx_ver=Z39.88-2004&ctx_enc=info:ofi/enc:UTF-8&ctx_tim=2025-01-30T05%3A39%3A23IST&url_ver=Z39.88-2004&url_ctx_fmt=infofi/fmt:kev:mtx:ctx&rfr_id=info:sid/primo.exlibrisgroup.com:primo3-Article-proquest_cross&rft_val_fmt=info:ofi/fmt:kev:mtx:journal&rft.genre=article&rft.atitle=The%20Impact%20of%20Supertasters%20On%20Taste%20Test%20and%20Marketing%20Outcomes:%20How%20an%20Innate%20Characteristic%20Shapes%20Taste,%20Preference,%20Experience,%20and%20Behavior&rft.jtitle=Journal%20of%20advertising%20research&rft.au=Latour,%20Kathryn%20A.&rft.date=2018-06-01&rft.volume=58&rft.issue=2&rft.spage=240&rft.epage=254&rft.pages=240-254&rft.issn=0021-8499&rft.eissn=1740-1909&rft_id=info:doi/10.2501/JAR-2017-030&rft_dat=%3Cproquest_cross%3E2104168155%3C/proquest_cross%3E%3Curl%3E%3C/url%3E&disable_directlink=true&sfx.directlink=off&sfx.report_link=0&rft_id=info:oai/&rft_pqid=2104168155&rft_id=info:pmid/&rfr_iscdi=true