Taste the Self You Want to Be: Desire For Social Image Enhances Taste

In two lab experiments,we show that when people wish to become closer to their ideal self,they tend to evaluate food that it associated with it as tastier.Participants rated the taste of products supporting a desired identity more highly.Participants who wanted to be seen as athletic rated sports drink as tastier.


Aner Tal, Yael Hallak, Yaniv Gvili, Moty Amar, and Brian Wansink (2015) ,"Taste the Self You Want to Be: Desire For Social Image Enhances Taste", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 144-147.


Aner Tal, Cornell University, USA
Yael Hallak, Tel Aviv University, Israel
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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