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posted by on Friday December 23 2016, @03:48AM   Printer-friendly
from the tastes-like-burning dept.

For food and beverage advertisers, understanding consumer taste preferences is critical. New research is shedding more light on what drives the preferences of one group, known as supertasters. This research may allow advertisers to better market their products to this segment of the population.

The research of Michael LaTour, a former professor of marketing and law at Ithaca College who passed away in November 2015; his wife Kathy LaTour, an associate professor of services marketing at Cornell University; and Brian Wansink, professor of marketing at Cornell, is set to be published in an upcoming issue of the Journal of Advertising Research.

The trio used three small studies to answer several questions about supertasters—individuals whose increased amount of taste bud papillae leave them prone to disliking bitter foods while preferring sweet ones—and find out more about their brand identification ability, brand loyalty and if their abilities dissipate with learning.


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  • (Score: 2) by Snotnose on Friday December 23 2016, @04:03AM

    by Snotnose (1623) on Friday December 23 2016, @04:03AM (#444913)

    Have been since I heard of SuperTasters 30 years ago. I can identify flavors in mystery food, but can't say what they are. My brother in law can taste something I cooked and say shit like "a bit of oregano, some thyme, bit of garlic". I can taste the same thing, even though I cooked it, and say "damn, wish I'd written down what I put into that cuz it's mighty tasty".

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  • (Score: 2) by Snotnose on Friday December 23 2016, @04:08AM

    by Snotnose (1623) on Friday December 23 2016, @04:08AM (#444915)

    I should add, when I resist the temptation to add jalapenos and habaneros to what I cook (I like hot stuff), most people label me an excellent cook. Those who don't tend to have dietary restrictions, like glucose free, which I don't even try to accommodate.j

    I'm the cook, here's the food, chow down. Vegans and likewise, please don't hog the steam broccoli.

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    Why shouldn't we judge a book by it's cover? It's got the author, title, and a summary of what the book's about.
  • (Score: 2) by JoeMerchant on Friday December 23 2016, @05:07AM

    by JoeMerchant (3937) on Friday December 23 2016, @05:07AM (#444937)

    Like imperfect pitch?

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  • (Score: 0) by Anonymous Coward on Friday December 23 2016, @03:10PM

    by Anonymous Coward on Friday December 23 2016, @03:10PM (#445038)

    "a bit of oregano, some thyme, bit of garlic"

    He's grasping... sounds like very common ingredients to me and enumerating a couple of those means he'll get a 90% hit rate. It's the equivalent in cooking to saying "some ones and some zeroes" when looking at what is contained in a compiled binary.

  • (Score: 2) by t-3 on Friday December 23 2016, @07:04PM

    by t-3 (4907) on Friday December 23 2016, @07:04PM (#445151)

    Same here, in fact I think this is why I have a tendency to prefer very strong flavors and dislike a lot of very sweet things - I like very hot peppers and strong spices, very sour fruit (I love eating lemons and limes, peel and rind included), very dark chocolate, black tea/coffee (sweetened or with milk makes me gag), but I don't like most berries, cake, or any cooked fruit except lemons or limes. I also tend to be far more picky about texture in food than others, but I'm not sure if that's related or not.