%0 Journal Article %A Kathryn A. LaTour %A Michael S. LaTour %A Brian Wansink %T The Impact of Supertasters On Taste Test and Marketing Outcomes %B How an Innate Characteristic Shapes Taste, Preference, Experience, and Behavior %D 2017 %R 10.2501/JAR-2017-030 %J Journal of Advertising Research %P JAR-2017-030 %X 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. %U https://www.journalofadvertisingresearch.com/content/jadvertres/early/2017/08/08/JAR-2017-030.full.pdf