9-W: Taste Perception and Creativity

Taste perception plays a key role in consumers’ food decisions. The current research examines consumers’ taste preference for a snack/drink to enhance their creativity and how different tastes influence performance on a creativity task.


Young Eun Huh, Yoonah Hong, and Nara Youn (2017) ,"9-W: Taste Perception and Creativity", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1034-1034.


Young Eun Huh, HKUST, Hong Kong
Yoonah Hong, Hongik University, South Korea
Nara Youn, Hongik University, South Korea


NA - Advances in Consumer Research Volume 45 | 2017

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