Does taste sensitivity matter? The effect of coffee sensory tasting information and taste sensitivity on consumer preferences

Citeable URL: https://ir.library.oregonstate.edu/concern/articles/hm50tx78w

Descriptions

Attribute Name	Values
Creator	Li, Jie Streletskaya, Nadia A. Gomez, Miguel, I
Abstract	Product sensory information, an external cue, could greatly influence consumer enjoyment of hedonic products like coffee. The question is what type of sensory information, subjective (e.g., aroma, flavor and body) or objective (e.g., origin, varieties and production practices), has a higher impact on consumer product experience accounting for heterogeneous taste sensitivity. We examine this question using a between-subject experiment where participants were either given subjective, objective or no sensory information of a specialty coffee. Participants were classified as either supertasters or other tasters using the 6-n-propylthiouracil (PROP) paper strip. The results indicate that, compared to objective sensory information and no information, subjective sensory information results in a higher taste rating and a higher preference level for the coffee. More importantly, subjective information positively influences PROP supertasters' purchase likelihood for coffee, without necessarily affecting their bitterness perception of the coffee tasted.
License	Attribution 4.0 (CC BY 4.0)
Resource Type	Article
DOI	https://doi.org/10.1016/j.foodqual.2018.08.006
Date Issued	2019-01
Journal Title	Food Quality and Preference
Journal Volume	71
Rights Statement	In Copyright
Language	English [eng]
ISSN	0950-3293