When Politics Tastes Bad
Brian Wansink, Moty Amar, Tal Aner, and Yaniv Gvili (2014) ,"When Politics Tastes Bad", in LA - Latin American Advances in Consumer Research Volume 3, eds. Eva M. González and Tina M. Lowrey, Duluth, MN: Association for Consumer Research, Pages: 51-52.
3 Pages Posted: 31 Aug 2017
Date Written: August 28, 2014
We show that politically "tagged" food render food less tasty for those who hold contradicting political ideologies. This occur because the political ideology to which one opposes would evoke moral disgust, which in turn affect the taste of the product. In other words, moral disgust mediates the effects.
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