Motivated Taste Change For Diet Coke

Sugared cola lovers received daily servings of Diet Coke for two weeks. Blind taste tests revealed across-the-board increases in Diet Coke preference. In non-blind taste tests however, only participants with high health motivation reported such an increase. Awareness of taste change appears to be facilitated by appropriate motivation.



Citation:

Jason Riis and Samuel McClure (2011) ,"Motivated Taste Change For Diet Coke", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.

Authors

Jason Riis, Harvard Business School, USA
Samuel McClure, Stanford University, USA



Volume

NA - Advances in Consumer Research Volume 38 | 2011



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