Tastes Like Freedom: Perceived Choice Improves Taste

Aner Tal, Cornell University, USA
Across three studies, we demonstrate that consumers rate foods as tastier when given the feeling of free choice. Choice enhances experience even when it is enacted not with the tasted food itself, and when no choice at all is given but rather a false feeling of customization.
[ to cite ]:
Aner Tal (2013) ,"Tastes Like Freedom: Perceived Choice Improves Taste", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.