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

See all articles by Aner Tal

Aner Tal

Cornell University

Brian Wansink

Retired

Moty Amar

Ono Academic College

Yaniv Gvili

Ono Academic College (OAC)

Date Written: August 28, 2015

Abstract

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.

Suggested Citation

Tal, Aner and Wansink, Brian and Amar, Moty and Gvili, Yaniv, Taste Buds with an Agenda: Is Food Experience Affected by Consumers’ Values and Beliefs (August 28, 2015). 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, Available at SSRN: https://ssrn.com/abstract=3027984

Aner Tal

Cornell University ( email )

Ithaca, NY 14853
United States

Brian Wansink

Retired ( email )

607-319-0123 (Phone)

Moty Amar

Ono Academic College ( email )

Tzahal Street 104
Kiryat Ono, 55000
Israel

Yaniv Gvili (Contact Author)

Ono Academic College (OAC) ( email )

Tzahal Street 104
Kiryat Ono, 55000
Israel

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