PT  - JOURNAL ARTICLE
AU  - Kathryn A. LaTour
AU  - Michael S. LaTour
AU  - Brian Wansink
TI  - The Impact of Supertasters On Taste Test and Marketing Outcomes
AID  - 10.2501/JAR-2017-030
DP  - 2017 Aug 09
TA  - Journal of Advertising Research
PG  - JAR-2017-030
4099  - http://www.journalofadvertisingresearch.com/content/early/2017/08/08/JAR-2017-030.short
4100  - http://www.journalofadvertisingresearch.com/content/early/2017/08/08/JAR-2017-030.full
AB  - 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.