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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 Azuma Hazuki on Friday December 23 2016, @06:04AM

    by Azuma Hazuki (5086) on Friday December 23 2016, @06:04AM (#444954) Journal

    Some bitter things are good for you. Tea has a slight bitter edge, as do some of my favorite low-potency medical herbs (selfheal flower spike, chrysanthemum, chickenbone grass, etc). Bitter melon too, for obvious reasons. I've found these can be simmered long and low and they ptisane they leave behind is amazingly cooling on a hot, humid day.

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    I am "that girl" your mother warned you about...
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  • (Score: 1) by Francis on Friday December 23 2016, @08:36PM

    by Francis (5544) on Friday December 23 2016, @08:36PM (#445202)

    Bitter melon is nigh inedible due to the taste. I don't get how anybody can eat enough to not mind it.

    • (Score: 2) by Azuma Hazuki on Friday December 23 2016, @08:43PM

      by Azuma Hazuki (5086) on Friday December 23 2016, @08:43PM (#445207) Journal

      I really like it actually. I just add it to a soup about 3-5 mins before it's done so as not to leach/destroy all its phytochemical-y goodness =p

      --
      I am "that girl" your mother warned you about...
    • (Score: 0) by Anonymous Coward on Friday December 23 2016, @09:18PM

      by Anonymous Coward on Friday December 23 2016, @09:18PM (#445225)

      I don't get how anybody . . .

      • (Score: 0) by Anonymous Coward on Friday December 23 2016, @09:34PM

        by Anonymous Coward on Friday December 23 2016, @09:34PM (#445233)

        Hey aristarchus, did your mom get my present? I'm sure the tube of lube will last at least a month.