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

Share Proceeding

Featured papers

See More


A Penny for Self-disgust: The Effects of Favorable Review Reward on Consumers Behavior

Qingqing Guo, Shanghai Jiao Tong University
Liangyan Wang, Shanghai Jiao Tong University
Bing Han, Shanghai Jiao Tong University

Read More


Millionaires on Instagram: Millennials’ Display of Experiential Luxury and Personal Branding Strategies on Visual Social Media

Marina Leban, ESCP Europe, France
Benjamin G. Voyer, ESCP Europe, France

Read More


Foods for Sharing: The Social Value of Handmade Foods

Xin Wang, Nanjing University
Chunqu Xiao, Nanjing University
Xingyu Duan, Nanjing University
Hong Zhu, Nanjing University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.