Malleability of Taste Perception: Biasing Effects of Rating Scale Format on Taste Recognition, Product Evaluation, and Willingness to Pay

In three experiments we show that the measurement tool on which consumers describe a taste sample influences consumers’ concurrent impression of the sample, biases later identification of the sample in a taste recognition test, and affects overall product evaluation and WTP, and this is moderated by product knowledge.



Citation:

Antonia Mantonakis, Norbert Schwarz, Amanda Wudarzewski, and Carolyn Yoon (2015) ,"Malleability of Taste Perception: Biasing Effects of Rating Scale Format on Taste Recognition, Product Evaluation, and Willingness to Pay", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 218-223.

Authors

Antonia Mantonakis, Brock University, Canada
Norbert Schwarz, University of Southern California, USA
Amanda Wudarzewski, University of Waterloo, Canada
Carolyn Yoon, University of Michigan, USA



Volume

NA - Advances in Consumer Research Volume 43 | 2015



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