Taste Buds with an Agenda: Is Food Experience Affected by Consumers’ Values and Beliefs
Aner Tal, Brian Wansink, Moty Amar, and Yaniv Gvili (2015) ,"Taste Buds With an Agenda: Is Food Experience Affected By Consumers’ Values and Beliefs", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan and Meng Zhang, Duluth, MN : Association for Consumer Research, Pages
3 Pages Posted: 31 Aug 2017
Date Written: August 28, 2015
Across three studies, we show that associating food with an objectionable ideology leads people to experience poorer taste. Specifically, donations to a political party one ideologically objects reduce evaluations of food from the donating company. We argue that this occurs because objectionable ideology arouses moral disgust, which hurts taste.
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