Sensory Impressions (04-04-19)

Research conducted by Gomez and Spielmann confirms that sensory evaluations are regularly more subjective than objective.  The researchers found that “Associating food products with elite groups positively influences sensory taste perceptions.. . . .Taste enhancement occurs because of the transfer of unobservable elite properties to the food.. . .  In four studies involving actual taste tests and online experiments, we show that associating a food product with an elite group increases taste perceptions within various food categories. This effect occurs because of belief in transferred essence (the belief that the product incorporates the unobservable properties of the social elite). The effect is also stronger among participants highly sensitive to disgust. Overall, our results suggest that a taste experience is improved when foods embody the characteristics of the social elite.”  

Pierrick Gomez and Nathalie Spielmann.  2019.  “A Taste of the Elite:  The Effect of Pairing Food Products with Elite Groups on Taste Perceptions.”  Journal of Business Research, vol. 100, pp. 175-183, https://doi.org/10.1016/j.jbusres.2019.03.013