When Politics Tastes Bad

We show that politically "tagged" food render food less tasty for those who hold contradicting political ideologies. This occur because the political ideology to which one opposes would evoke moral disgust, which in turn affect the taste of the product. In other words, moral disgust mediates the effects.


Tal Aner, Yaniv Gvili, Moty Amar, and Brian Wansink (2014) ,"When Politics Tastes Bad", in LA - Latin American Advances in Consumer Research Volume 3, eds. Eva M. González, Tina M. Lowrey, and , Duluth, MN : Association for Consumer Research, Pages: 51-52.


Tal Aner, Cornell University, USA
Yaniv Gvili, Ono Academic College, Israel
Moty Amar, Ono Academic College, Israel
Brian Wansink , Cornell University, USA


LA - Latin American Advances in Consumer Research Volume 3 | 2014

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