Flavor Fatigue: How Cognitive Depletion Reduces Enjoyment of Complex Flavors

This research examines how cognitive depletion influences consumer enjoyment of complex-flavored foods. We find that depleted individuals show decreased evaluations for complex (but not simple) flavored foods due to a reduction in perceived interestingness that can otherwise be derived from flavor complexity and establish substantive boundary conditions for the effect.



Citation:

Rhonda Hadi, Dan Rubin, Diogo Hildebrand, and Thomas Kramer (2018) ,"Flavor Fatigue: How Cognitive Depletion Reduces Enjoyment of Complex Flavors", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 80-85.

Authors

Rhonda Hadi, Oxford University, UK
Dan Rubin, St. John’s University
Diogo Hildebrand, Baruch College, USA
Thomas Kramer, University of California Riverside, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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