A taste of the elite: The effect of pairing food products with elite groups on taste perceptions

Gomez, Pierrick; Spielmann, Nathalie

doi:10.1016/j.jbusres.2019.03.013

Cited by 5 publications

(9 citation statements)

References 59 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Products are only helpful for consumers in supporting identity if there is an existing association between the product and the identity. This is consistent with reports of the positive effects of products on taste when tied to a desirable identity (Gomez & Spielmann, 2019;Hackel et al, 2018).…”

Section: Taste Enhancement Through the Fulfillment Of Psychological N...supporting

confidence: 92%

“…People's choices are affected by their social and cultural environments (Rozin et al, 1986), as well as by peers (Heath, 2000). Recent research has also provided initial evidence that current (Hackel et al, 2018) or generally desirable (Gomez & Spielmann, 2019) identities can enhance taste experience, rather than merely choice. The current findings indicate that identity related motivation can affect taste experience, by demonstrating that consumers enjoy a product more when they desire the identity associated with it .…”

Section: Discussionmentioning

confidence: 99%

“…However, these findings did not indicate the dependence of these effects on a person's motivation to possess an identity (i.e., on the subjective desirability of the identity). Thus, they do not provide direct support for the hypothesis that fulfilling the desire for an identity is at the core of taste enhancement for products matching an identity (Gomez & Spielmann, 2019; Hackel et al, 2018). In the current studies we tested whether or not individual variance in the desirability of identity, rather than merely identification with the identity (Hackel et al, 2018) or the general positivity of the identity (Gomez & Spielmann, 2019), would lead to enhanced consumption experience.…”

Section: Background: Identity and Choicementioning

confidence: 93%

“…Initial evidence suggests that products taste better if they match desirable identities. Specifically, recent research has shown that consumers report improved taste for foods that are consistent with their current identities (Hackel et al, 2018), or match desirable identities (Gomez & Spielmann, 2019). However, these findings did not indicate the dependence of these effects on a person's motivation to possess an identity (i.e., on the subjective desirability of the identity).…”

Section: Background: Identity and Choicementioning

confidence: 99%

See 3 more Smart Citations

To protect and support: Why would consumers find foods tastier if these foods help support a desired self‐identity

Tal

Gvili

Amar

2021

Psychology and Marketing

View full text Add to dashboard Cite

Identity serves an important role in consumer decisions. Accordingly, understanding when and how products benefit from associations with different identities is crucial for marketers. The present research demonstrates that individuals aiming for a particular identity evaluate food products associated with that identity as tastier. We argue that food tastes better when it fulfills the psychological need of supporting and protecting identity. Across three studies we examined the connections between desire for an identity and consumption experience. In Study 1, participants rated products as tastier the more they desired the associated identities. Study 2 found that the effect of identity desirability on taste experience was moderated by currently held identity. We suggest this occurs because supporting an identity with appropriate consumption is only relevant for those possessing the identity. Finally, Study 3 manipulated the link between products and identity to show a boundary condition for the effect of identity desirability on taste experience. Here, dark chocolate tasted better the more participants wanted to feel sophisticated, but only when the link between dark chocolate and sophistication was made salient. Overall, consumers may find foods tastier if these foods help support a desired identity. More generally, fulfilling psychological needs can improve consumption experience.

show abstract

Section: Taste Enhancement Through the Fulfillment Of Psychological N...supporting

confidence: 92%

Section: Discussionmentioning

confidence: 99%

Section: Background: Identity and Choicementioning

confidence: 93%

Section: Background: Identity and Choicementioning

confidence: 99%

See 2 more Smart Citations

To protect and support: Why would consumers find foods tastier if these foods help support a desired self‐identity

Tal

Gvili

Amar

2021

Psychology and Marketing

View full text Add to dashboard Cite

show abstract

“…For instance, the red color of wine labels influences consumers' taste perceptions (Lick et al, 2017). Similarly, food tastes better when associated with elite groups (Gomez & Spielmann, 2019).…”

Section: Introductionmentioning

confidence: 99%

Do stories (always) make food products taste better? The boundary effects of matching package type and product dimension

Jaud,

Braconnot,

Lunardo

2023

J of Consumer Behaviour

View full text Add to dashboard Cite

This research examines when the narrative transportation induced by storytelling influences taste. In a field experiment conducted in two wine stores, we first demonstrate that storytelling enhances actual taste through narrative transportation, but only when the package type matches the product. In the next experiment, we determine that product dimension (hedonic vs. utilitarian) is another boundary condition. We specifically show that the effect of storytelling through narrative transportation on expected taste is positively stronger for utilitarian products than hedonic products. This article contributes to the research on storytelling, narrative transportation, and sensory marketing by showing that storytelling indirectly enhances taste for products with matching packages and utilitarian products. This article also offers important implications for marketers and retailers who aim to enhance the perceived taste of their products.

show abstract

Enhancing Romanian consumers' purchase intention of a new Kashkaval cheese with natural thyme flavor

Dabija,

Csorba,

Semeniuc

2024

Innovative Food Science & Emerging Technologies

View full text Add to dashboard Cite

A taste of the elite: The effect of pairing food products with elite groups on taste perceptions

Cited by 5 publications

References 59 publications

To protect and support: Why would consumers find foods tastier if these foods help support a desired self‐identity

To protect and support: Why would consumers find foods tastier if these foods help support a desired self‐identity

Do stories (always) make food products taste better? The boundary effects of matching package type and product dimension

Enhancing Romanian consumers' purchase intention of a new Kashkaval cheese with natural thyme flavor

Contact Info

Product

Resources

About