OUP user menu


Darren Dahl (Editor in Chief)Eileen FischerGita JoharVicki Morwitz

18 out of 120

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

Michael W. Allen, Richa Gupta, Arnaud Monnier
DOI: http://dx.doi.org/10.1086/590319 294-308 First published online: 1 August 2008


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.

  • Assimilation/Contrast
  • Judgment and Decision Making
  • Perceptual Processes
  • Symbolic Consumption/Semiotics
  • Experimental Design and Analysis (ANOVA)
View Full Text

Sign in

Log in through your institution

Sign in as a personal subscriber

Log in through your institution

Purchase a personal subscription