The Power of Suggestion: Do Descriptive Labels Influence Taste Perceptions, Calorie-Estimation and Satiety?

Wansink, Brian, Koert van Ittersum, and James E. Painter (2004), “How Diet and Health Labels Influence Taste and Satiation,” Journal of Food Science, 69:9 (Nov-Dec), S340-S346.

25 Pages Posted: 13 Jan 2016 Last revised: 28 Apr 2017

See all articles by Brian Wansink

Brian Wansink

Cornell University

Koert van Ittersum

University of Groningen

James Painter

Eastern Illinois University

Date Written: May 14, 2003

Abstract

Can a dietitian, restaurateur, marketer, or parent change the taste of a food simply by changing its name? In a six-week field experiment involving 140 customers, descriptive menu labels (such as “succulent Italian seafood filet” or “Grandma’s zucchini cookies”) influenced the post-consumption taste ratings of entrées and desserts and also influenced people’s attitudes toward the food and the restaurant where they ate it. The antecedents and consequences of these differences are then explained. The use of descriptive labels may help improve perceptions of foods in institutional settings, and it may help facilitate the introduction of unfamiliar foods such as those containing soy.

Keywords: Labeling, taste, sensory experience, suggestibility, descriptive labels, food perception, consumer behavior, consumer research, food selection, marketing

Suggested Citation

Wansink, Brian and van Ittersum, Koert and Painter, James, The Power of Suggestion: Do Descriptive Labels Influence Taste Perceptions, Calorie-Estimation and Satiety? (May 14, 2003). Wansink, Brian, Koert van Ittersum, and James E. Painter (2004), “How Diet and Health Labels Influence Taste and Satiation,” Journal of Food Science, 69:9 (Nov-Dec), S340-S346.. Available at SSRN: https://ssrn.com/abstract=2711424

Brian Wansink (Contact Author)

Cornell University ( email )

Ithaca, NY 14853
United States

Koert Van Ittersum

University of Groningen ( email )

Postbus 72
9700 AB Groningen
Netherlands

James Painter

Eastern Illinois University ( email )

Charleston, IL 61920-3099
United States
217-581-6677 (Phone)
217-581-6090 (Fax)

HOME PAGE: http://castle.eiu.edu/~jpainter/

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