The Interactive Effect of Cultural Symbols and Human Values on Taste Evaluation
Michael W. Allen, Richa Gupta, Arnaud Monnier
Journal of Consumer Research · 2008 · Volume 35 · Issue 2
Abstract
We suggest that consumers assess the taste of a food or beverage by comparing the human values symbolized by the product to their human value priorities. When there is value-symbol congruency, they experience a better taste and aroma and develop a more favorable attitude and behavior intention; incongruence has the opposite effect. Participants in two taste tests were told the correct identity of a product or misinformed. Participants who endorsed the values symbolized by the product (that they thought they were tasting) evaluated the product more favorably. The implications for marketing strategy, self-congruity theory, and the assimilation effect are discussed.
Keywords
Assimilation/Contrast, Judgment and Decision Making, Perceptual Processes, Symbolic Consumption/Semiotics, Experimental Design and Analysis (ANOVA)
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