ABSTRACT
This article introduces advertisers to a new segmentation technique based on an individual's inherited taste sensitivity—that is, the “supertaster.” Three studies demonstrate that this inherited supertaster difference can explain blind taste-test anomalies, such as the Pepsi Challenge; heightened brand loyalty; and a reduced sensitivity to peripheral product cues, such as visual variations. These findings underscore a new vein of segmentation that has great promise for explaining variance in lab, expert, and crowd-sourced evaluations involving matters of taste.
- Received December 4, 2015.
- Received (in revised form) September 9, 2016.
- Accepted November 16, 2016.
- Copyright© 2018 ARF. All rights reserved.
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Vol 58 Issue 2
