“That’S Bitter!” Culture Specific Effects of Gustatory Experience on Judgments of Fairness and Advancement

Jialiang Xu, University of Manitoba, Canada
Fang Wan, University of Manitoba, Canada
Norbert Schwarz, University of Southern California, USA
Yuhuang Zheng, Tsinghua University, China
In English, unfair treatment and social injustice are often described as “bitter” experiences, but in Chinese “eating bitterness” means endurance in hardship. Three studies show that incidental bitter tastes influence fairness judgments for Canadian but not Chinese, and endurance judgments for Chinese but not Canadian, participants.
[ to cite ]:
Jialiang Xu, Fang Wan, Norbert Schwarz, and Yuhuang Zheng (2017) ,"“That’S Bitter!” Culture Specific Effects of Gustatory Experience on Judgments of Fairness and Advancement ", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 966-967.