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

  • Michael W. Allen
  • Richa Gupta
  • Arnaud Monnier
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    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..

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    Article provided by Oxford University Press in its journal Journal of Consumer Research.

    Volume (Year): 35 (2008)
    Issue (Month): 2 (06)
    Pages: 294-308

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    Handle: RePEc:ucp:jconrs:v:35:y:2008:i:2:p:294-308
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