Taste the Self You Want to Be: Desire for Social Image Enhances Taste
Aner Tal, Brian Wansink, Moty Amar, Yael Hallak, and Yaniv Gvili (2015) ,"Taste the Self You Want to Be: Desire For Social Image Enhances Taste", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan and Meng Zhang, Duluth, MN: Association for Consumer Research, Pages: 144-
5 Pages Posted: 31 Aug 2017
Date Written: August 28, 2015
In two lab experiments, we show that when people wish to become closer to their ideal self,they tend to evaluate food that it associated with it as tastier. Participants rated the taste of products supporting a desired identity more highly. Participants who wanted to be seen as athletic rated sports drink as tastier.
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