Motivated Taste Change For Diet Coke

Fifty heavy drinkers of sugared cola refrained from drinking that beverage for two weeks, instead consuming daily servings of Diet Coke. Participants were prescreened on their level of concern about the effects of sugared soda on their health, with half expressing high concern and half expressing low concern. For both high and low concern participants, blind taste tests revealed a marked increase in liking of Diet Coke over the two week period. In non-blind taste tests however, only high concern participants reported increased liking of Diet Coke, suggesting that awareness of taste change may be facilitated by appropriate motivation. (99 words)


Jason Riis and Samuel McClure (2008) ,"Motivated Taste Change For Diet Coke", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 237-241.


Jason Riis, New York University
Samuel McClure, Princeton University


NA - Advances in Consumer Research Volume 35 | 2008

Share Proceeding

Featured papers

See More


Pretty Healthy Food: How Prettiness Amplifies Perceived Healthiness

Linda Hagen, University of Southern California, USA

Read More


When Sharing Isn’t Caring: The Influence of Seeking the Best on Sharing Favorable Word of Mouth about Unsatisfactory Purchases

Nicholas J. Olson, Texas A&M University, USA
Rohini Ahluwalia, University of Minnesota, USA

Read More


A Phenomenological Examination of Internet Addiction: Insights from Entanglement Theory

Mohammadali Zolfagharian, Bowling Green State University
Atefeh Yazdanparast, University of Evansville
Reto Felix, University of Texas Rio Grande Valley, USA

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.