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

See all articles by Aner Tal

Aner Tal

Cornell University

Brian Wansink

Retired

Moty Amar

Ono Academic College

Yael Hallak

Ono Academic College

Yaniv Gvili

Ono Academic College (OAC)

Date Written: August 28, 2015

Abstract

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.

Suggested Citation

Tal, Aner and Wansink, Brian and Amar, Moty and Hallak, Yael and Gvili, Yaniv, Taste the Self You Want to Be: Desire for Social Image Enhances Taste (August 28, 2015). 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-, Available at SSRN: https://ssrn.com/abstract=3027986

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

Yael Hallak

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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