Taste Buds With an Agenda: Is Food Experience Affected By Consumers’ Values and Beliefs

Across three studies, we show that associating food with an objectionable ideology leads people to experience poorer taste. Specifically, donations to a political party one ideologically objects reduce evaluations of food from the donating company. We argue that this occurs because objectionable ideology arouses moral disgust, which hurts taste.



Citation:

Aner Tal, Yaniv Gvili, Moty Amar, and Brian Wansink (2015) ,"Taste Buds With an Agenda: Is Food Experience Affected By Consumers’ Values and Beliefs", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 142-143.

Authors

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



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



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