Title

The impact of supertasters on taste test and marketing outcomes: How an innate characteristic shapes taste, preference, experience, and behavior

Document Type

Article

Publication Date

6-1-2018

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.

Publication Name

Journal of Advertising Research

Volume Number

58

First Page

240

Last Page

254

Issue Number

2

DOI

10.2501/JAR-2017-030

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