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The Impact of Supertasters On Taste Test and Marketing Outcomes

How an Innate Characteristic Shapes Taste, Preference, Experience, and Behavior

Kathryn A. Latour, Michael S. Latour, Brian Wansink
DOI: 10.2501/JAR-2017-030 Published 1 June 2018
Kathryn A. Latour
Cornell University,
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  • For correspondence: kal276@cornell.edu
Michael S. Latour
Ithaca College,
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  • For correspondence: mlatour@ithaca.edu
Brian Wansink
Cornell University,
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  • For correspondence: bcw28@cornell.edu
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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.

  • Received December 4, 2015.
  • Received (in revised form) September 9, 2016.
  • Accepted November 16, 2016.
  • Copyright© 2018 ARF. All rights reserved.
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Vol 58 Issue 2

Journal of Advertising Research: 58 (2)
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The Impact of Supertasters On Taste Test and Marketing Outcomes
Kathryn A. Latour, Michael S. Latour, Brian Wansink
Journal of Advertising Research Jun 2018, 58 (2) 240-254; DOI: 10.2501/JAR-2017-030

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The Impact of Supertasters On Taste Test and Marketing Outcomes
Kathryn A. Latour, Michael S. Latour, Brian Wansink
Journal of Advertising Research Jun 2018, 58 (2) 240-254; DOI: 10.2501/JAR-2017-030
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  • Article
    • ABSTRACT
    • MANAGEMENT SLANT
    • INTRODUCTION
    • BACKGROUND
    • STUDY 1: PEPSI CHALLENGE REDUX
    • STUDY 2: SUPERTASTERS IN THE FIELD WITH WINE
    • STUDY 3: NURTURE VERSUS NATURE
    • GENERAL DISCUSSION
    • ABOUT THE AUTHORS
    • APPENDIX Measures
    • Footnotes
    • REFERENCES
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  • Segmentation and targeting
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