Motivated Taste Change For Diet Coke

Jason Riis, Harvard Business School, USA
Samuel McClure, Stanford University, USA
Sugared cola lovers received daily servings of Diet Coke for two weeks. Blind taste tests revealed across-the-board increases in Diet Coke preference. In non-blind taste tests however, only participants with high health motivation reported such an increase. Awareness of taste change appears to be facilitated by appropriate motivation.
[ to cite ]:
Jason Riis and Samuel McClure (2011) ,"Motivated Taste Change For Diet Coke", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.