The Meaning and Transformation of Taste Vocabulary

We conceptualize the vocabulary used in tasting notes as part of taste regimes. Through qualitative content analysis of whiskey tasting descriptions, we found that consumers transformed institutionalised vocabularies to convey variable meanings, extending our understanding of adaptation of the language of a taste regime.


Rohan Venkatraman, Anna E Hartman, Ilkka Ojansivu, and Erica Coslor (2020) ,"The Meaning and Transformation of Taste Vocabulary", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1232-1232.


Rohan Venkatraman, University of Melbourne, Australia
Anna E Hartman, University of Melbourne, Australia
Ilkka Ojansivu, University of Melbourne, Australia
Erica Coslor, University of Melbourne, Australia


NA - Advances in Consumer Research Volume 48 | 2020

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