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Love is blind: the ironic effect of fans’ experience on taste perception

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Listed:
  • Jennifer L. Stoner

    (University of North Dakota)

  • Maria A. Rodas

    (University of Illinois at Urbana-Champaign)

Abstract

Many consumers may proclaim a love for a certain sensory experience (e.g., the taste of chocolate for “chocoholics”). These fans may have a wealth of experience consuming the product they love. In three studies, we find that these fans’ love actually blinds them in their ability to report nuances about the products they consume because of the use of top-down information processing. However, when presented with novel brand information, fans switch to a more bottom-up approach which allows greater discernment of the consumption experience. Prompting mindful consumption can also impact a fan’s ability to report a product’s nuances more accurately.

Suggested Citation

  • Jennifer L. Stoner & Maria A. Rodas, 2024. "Love is blind: the ironic effect of fans’ experience on taste perception," Marketing Letters, Springer, vol. 35(1), pages 15-28, March.
    • Handle: RePEc:kap:mktlet:v:35:y:2024:i:1:d:10.1007_s11002-023-09678-3
    DOI: 10.1007/s11002-023-09678-3
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    References listed on IDEAS

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    3. Richard P. Bagozzi & Rajeev Batra & Aaron Ahuvia, 2017. "Brand love: development and validation of a practical scale," Marketing Letters, Springer, vol. 28(1), pages 1-14, March.
    4. Matthew D Rocklage & Derek D Rucker & Loran F Nordgren & J Jeffrey Inman & Chris Janiszewski, 2021. "Emotionally Numb: Expertise Dulls Consumer Experience," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 48(3), pages 355-373.
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