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.


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.


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


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

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