Motivated Taste Change For Diet Coke

Jason Riis, New York University
Samuel McClure, Princeton University
Fifty heavy drinkers of sugared cola refrained from drinking that beverage for two weeks, instead consuming daily servings of Diet Coke. Participants were prescreened on their level of concern about the effects of sugared soda on their health, with half expressing high concern and half expressing low concern. For both high and low concern participants, blind taste tests revealed a marked increase in liking of Diet Coke over the two week period. In non-blind taste tests however, only high concern participants reported increased liking of Diet Coke, suggesting that awareness of taste change may be facilitated by appropriate motivation. (99 words)
[ to cite ]:
Jason Riis and Samuel McClure (2008) ,"Motivated Taste Change For Diet Coke", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 237-241.