Taste Discrimination: the Influence of Visual and Verbal Cues

JoAndrea Hoegg, University of Florida
Joseph Alba, University of Florida

Taste Discrimination: The Influence of Visual and Verbal Cues

 JoAndrea Hoegg, University of Florida

Joseph W. Alba, University of Florida


Perceptual discrimination is a precursor to rational choice in many product categories, yet previous research has largely ignored consumer performance on such tasks. The present research investigates discrimination ability, specifically focusing on the extent to which consumers accurately perceive the difference between identical and nonidentical gustatory stimuli. Three experiments show systematic bias resulting from the presence of common visual and verbal product-related cues. The strength of the bias varies as a function of the type of cue. In some instances a subtle, nonevaluative cue is shown to induce greater bias than is induced by well-established evaluative cues.
[ to cite ]:
JoAndrea Hoegg and Joseph Alba (2006) ,"Taste Discrimination: the Influence of Visual and Verbal Cues", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 452-452.