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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 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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