TY - JOUR T1 - The Impact of Supertasters On Taste Test and Marketing Outcomes JF - Journal of Advertising Research JO - J Advert Res SP - 240 LP - 254 DO - 10.2501/JAR-2017-030 VL - 58 IS - 2 AU - Kathryn A. Latour AU - Michael S. Latour AU - Brian Wansink Y1 - 2018/06/01 UR - http://www.journalofadvertisingresearch.com/content/58/2/240.abstract N2 - 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. ER -