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; 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.
Journal of Advertising Research
Latour, Kathryn A.; Latour, Michael S.; and Wansink, Brian, "The impact of supertasters on taste test and marketing outcomes: How an innate characteristic shapes taste, preference, experience, and behavior" (2018). Faculty Articles Indexed in Scopus. 327.