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.


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.


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


NA - Advances in Consumer Research Volume 46 | 2018

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