Malleability of Taste Perception: Biasing Effects of Rating Scale Format on Taste Recognition, Product Evaluation, and Willingness to Pay

Antonia Mantonakis, Brock University, Canada
Norbert Schwarz, University of Southern California, USA
Amanda Wudarzewski, University of Waterloo, Canada
Carolyn Yoon, University of Michigan, USA
In three experiments we show that the measurement tool on which consumers describe a taste sample influences consumers’ concurrent impression of the sample, biases later identification of the sample in a taste recognition test, and affects overall product evaluation and WTP, and this is moderated by product knowledge.
[ to cite ]:
Antonia Mantonakis, Norbert Schwarz, Amanda Wudarzewski, and Carolyn Yoon (2015) ,"Malleability of Taste Perception: Biasing Effects of Rating Scale Format on Taste Recognition, Product Evaluation, and Willingness to Pay", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 218-223.