Question Order Effects in Taste Testing of Beverages

Welch, Joe L.; Swift, Cathy Owens

doi:10.1177/0092070392203008

Cited by 8 publications

(5 citation statements)

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“…Of these, 127 respondents were divided randomly into three groups to assess congruent, moderately incongruent or incongruent adverts for both BMW and Omega; and 159 did the same for VW Beetle and Swatch. For example, using a monadic sequential approach (Welch and Swift, 1992), 58 respondents viewed the pre-tested set of images selected to represent congruent brand personality for either VW Beetle or Swatch, completed the brand personality survey items for that brand, and then followed the same process for the second brand.…”

Section: Insert Table 2 Herementioning

confidence: 99%

Brand personality as a direct cause of brand extension success: does self-monitoring matter?

Ferguson

Lau²,

Phau

2016

JCM

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Access to this document was granted through an Emerald subscription provided by emerald-srm:573577 [] For AuthorsIf you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation.

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Section: Insert Table 2 Herementioning

confidence: 99%

Brand personality as a direct cause of brand extension success: does self-monitoring matter?

Ferguson

Lau²,

Phau

2016

JCM

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“…In fact, research pertaining to soft drink taste-testing indicated a clear bias in favour of the fi rst soft drink tasted. 17 Additionally, depending on the design of the experiment and the nature of the products tested, fatigue and aftertaste effects may invalidate results. 5,14,18 Researchers attempt to minimise the effects of order, fatigue and aftertaste by rotating product order across respondents, and requiring respondents to expectorate the products and / or rinse the mouth with water among products.…”

Section: Context Effectsmentioning

confidence: 99%

“…Additionally, context effects such as order of product presentation, fatigue or aftertaste may distort statistical results and lead to erroneous conclusions about product differences. 17 For example, although with monadic tests one-way analysis of variance can be used to compare product rating means on each product dimension, skilful pre-experiment planning allows the use of the Latin square design. The Latin square design specifi es effi cient randomisation schemes for monadic tests of eight or fewer products.…”

Section: Impracticality Of Large-scale Comparative Testingmentioning

confidence: 99%

Discrimination tests: Evaluating context effects and respondent reliability using the switchback experimental design

Keith

Pettijohn²,

Keith³

2009

J Target Meas Anal Mark

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“…The order of presentation of these beverages was randomised to balance any cross-adaptation effects. 25 The colas were each in separate paper cups and the subjects were not aware of the brand name for any of the soft drinks. A subject would taste a cola, then wash his/her mouth with water and then taste the second cola.…”

Section: Taste Tests: Recent Research and Major Issuesmentioning

confidence: 99%

Taste tests: Impacts of consumer perceptions and preferences on brand positioning strategies

Ghose

Lowengart²

2001

J Target Meas Anal Mark

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The usefulness of these targeting strategies is clearly a function of how well marketing researchers are able to measure consumer feelings about the tastes of different brands. The focus of the present paper is to first evaluate the characteristics of some primary approaches to measurements of consumer tastes. Next empirical data based on these different measurement methods and INTRODUCTIONTaste tests are a common activity of marketers in various industries. Such tests are major selling and advertising message design tools that are aimed at convincing potential customers about the superiority of one brand over another. In other words, taste test results are used by firms in targeting potential and existing markets. Abstract Taste tests are being increasingly used by marketers to influence consumers to change their preferences toward their brands. This research indicates how perceptual and preferential taste tests can be used in conjunction with visual maps to provide support to marketing managers for making better brand positioning and targeting decisions on the basis of taste for different segments of consumers. An empirical blind taste-test study is used to illustrate the concepts. The preferential taste judgment part of the empirical study is designed to capture violations of the 'Independence of Irrelevant Alternatives' (IIA) effect that is commonly observed in consumers' actual purchases. The present paper also uses a hypothetical example to indicate the importance of considering the location of consumer 'ideal points' before making formulation changes in a brand as part of a targeting strategy. Various managerial implications of using the suggested perceptual preferential taste-mapping analyses are also discussed. Appropriate measurements of consumer tastes provide insights for identifying and targeting viable market segments.

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Question Order Effects in Taste Testing of Beverages

Cited by 8 publications

References 0 publications

Brand personality as a direct cause of brand extension success: does self-monitoring matter?

Brand personality as a direct cause of brand extension success: does self-monitoring matter?

Discrimination tests: Evaluating context effects and respondent reliability using the switchback experimental design

Taste tests: Impacts of consumer perceptions and preferences on brand positioning strategies

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