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This paper examines how companies can use paid media (referring to sponsored posts), owned media (company posts) and earned media (influencer post) to create a positive brand attitude. Based on the advertising value model, this paper takes a configurational approach and uses fuzzy set qualitative comparative analysis (fsQCA). The analysis reveals a typology of five types of media, which influence consumers' brand attitude positively. We contribute to research by providing a typology of paid, owned and earned media, which can guide companies to create a positive brand attitude.

Introduction Taste perception is affected by trigeminal stimuli, i.e., capsaicin. This has been studied at suprathreshold concentrations. However, little is known about taste perception at threshold level in the presence of low concentration of capsaicin. The aim of the study was to explore whether taste sensitivity for sweet, sour, salt, bitter, and umami is modulated by the presence of capsaicin in the peri-threshold range. Methods Fifty-seven adults (age range 19–85 years; 32 women) with functional gustation participated in the study. Based on their perception of phenylthiocarbamide (PTC), the group was stratified into non-tasters (n = 20) and tasters (n = 37). Threshold for sweet (sucrose), sour (citric acid), salty (sodium chloride), bitter (quinine-hydrochloride), and umami (sodium-glutamate) tastes was estimated using a single-staircase paradigm (3-alternative forced choice; volume per trial 0.1 ml) with or without 0.9-µM capsaicin added. This capsaicin concentration had been determined in pilot studies to be in the range of oral perception thresholds. Results The addition of capsaicin produced lower taste thresholds for sweet, sour, salty, and bitter but not for umami. In contrast, neither PTC taster status nor sex affected these results. Conclusion The current results indicate that a low concentration of capsaicin increases gustatory sensitivity. Implications The current findings provide evidence supporting different effects of capsaicin on taste perception at threshold level. It has implications for boosting taste sensitivity or flavor enjoyment with low concentration of capsaicin.

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