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...

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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
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