The impact of supertasters on taste test and marketing outcomes: How an innate characteristic shapes taste, preference, experience, and behavior

This article introduces advertisers to a new segmentation technique based on an individual's inherited taste sensitivity - that is, the "supertaster".
Latour, Latour and Wansink

MANAGEMENT SLANT

  • How consumers experience taste is heritable, particularly with regard to bitter and sweet taste sensations, and this can be assessed through a simple paper taste strip.
  • Segmentation of consumers by taste sensitivity can explain differences in cola and wine taste tests that cannot be explained by training or cultural influence.
  • Supertasters are more sensitive to bitterness, seek sweeter foods, and exhibit more ...

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