Taste Preference for Brand Name versus Store Brand Sodas

Breneiser, Jennifer E.; Allen, Sarah N.
June 2011
North American Journal of Psychology;2011, Vol. 13 Issue 2, p281
Academic Journal
Previous research indicates that identification of colas, on the basis of taste alone, may not be accurate (e.g., Pronko & Bowles, 1948). Recent research with orange juice indicates that taste preference ratings vary based on whether brand name information is known or unknown (Wulf, Odekerken-Schroder, Goedertier, & Van Ossel, 2005). The present study examined blind versus non-blind taste preference ratings for cola flavored sodas (Coca-Cola, Sam's Choice, and Publix). Participants completed rank-order taste preference ratings in a blind condition where brand information was unknown, and a non-blind condition, where brand information was known. Results indicate that the national brand (Coca- Cola) is rated as first choice significantly more often in the non-blind condition, relative to the blind condition. The results suggest that brand equity and brand loyalty also affect taste preference judgments.


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