Can Taste Predict Product Evaluation?: the Role of Variety-Seeking on Innovative Products.

This research investigates the impact of taste sensation on innovative product evaluations. Specifically, this research found spicy taste recall having a positive influence on product evaluation and bitter taste recall having the opposite effect. This effect is mediated by variety-seeking intention, moderated by innovation types: radical innovation vs. incremental innovation.


Nakaya Kakuda, Xiaolei Su, and Cheng Gao (2020) ,"Can Taste Predict Product Evaluation?: the Role of Variety-Seeking on Innovative Products.", 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: 1242-1242.


Nakaya Kakuda, City University of Hong Kong, China
Xiaolei Su, City University of Hong Kong
Cheng Gao, Nanjing University, China


NA - Advances in Consumer Research Volume 48 | 2020

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