Tasting Who You Want to Be: Product Experience and Psychological Needs

Across three studies, we show that those who desire a particular identity evaluate food products associated with the desirable identity as tastier. We argue that food will taste better when answering the motivation, or psychological need, to draw closer to and defend a desired identity.


Aner Tal, Yaniv Gvili, and Moti Amar (2018) ,"Tasting Who You Want to Be: Product Experience and Psychological Needs", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 226-227.


Aner Tal, Ono Academic College, Israel
Yaniv Gvili, Ono Academic College, Israel
Moti Amar, Ono Academic College, Israel


E - European Advances in Consumer Research Volume 11 | 2018

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