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The Interactive Effect of Cultural Symbols and Human Values on Taste Evaluation

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  • Michael W. Allen
  • Richa Gupta
  • Arnaud Monnier

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. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Michael W. Allen & Richa Gupta & Arnaud Monnier, 2008. "The Interactive Effect of Cultural Symbols and Human Values on Taste Evaluation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(2), pages 294-308, June.
    • Handle: RePEc:oup:jconrs:v:35:y:2008:i:2:p:294-308
    DOI: 10.1086/590319
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    Cited by:

    1. Karishma Kavita Devi & Gurmeet Singh & Rafia Naz & Kim-Shyan Fam, 2015. "Cross-Cultural Food Consumption Behavior of Consumers in Fiji," International Journal of Business and Economics, School of Management Development, Feng Chia University, Taichung, Taiwan, vol. 14(1), pages 105-126, June.
    2. Grebitus, Carola & Steiner, Bodo & Veeman, Michele, 2015. "The roles of human values and generalized trust on stated preferences when food is labeled with environmental footprints: Insights from Germany," Food Policy, Elsevier, vol. 52(C), pages 84-91.
    3. Beena Salim Saji & Mohit Vij & Sajal Kabiraj, 2015. "Selection of Tourism Destination as a Representation of Human Values," Business Perspectives and Research, , vol. 3(2), pages 95-108, July.
    4. Géraldine Michel & Carlos Torelli & Nathalie Fleck & Benoit Hubert, 2022. "Self-brand values congruity and incongruity: Their impacts on self-expansion and consumers’ responses to brands," Post-Print hal-03518525, HAL.
    5. Michel, Géraldine & Torelli, Carlos J. & Fleck, Nathalie & Hubert, Benoit, 2022. "Self-brand values congruity and incongruity: Their impacts on self-expansion and consumers’ responses to brands," Journal of Business Research, Elsevier, vol. 142(C), pages 301-316.
    6. Sarah Clemente & Eric Dolansky & Antonia Mantonakis & Katherine White, 2014. "The effects of perceived product-extrinsic cue incongruity on consumption experiences: The case of celebrity sponsorship," Marketing Letters, Springer, vol. 25(4), pages 373-384, December.
    7. Kuppelwieser, Volker G. & Klaus, Phil & Manthiou, Aikaterini & Boujena, Othman, 2019. "Consumer responses to planned obsolescence," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 157-165.

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