Navigation Links
Does Chinese chocolate taste better than Swiss? Depends on when you find out
Date:7/14/2011

When consumers taste a chocolate bar they think is made in Switzerland, they'll prefer it over one supposedly made in China, according to new study in the Journal of Consumer Research. But if you tell them where it's from after they taste the candy, they'll prefer the Chinese chocolate.

"Imagine being at a wine tasting and finding out that a wine is expensive after tasting it," write authors Keith Wilcox, Anne L. Roggeveen, and Dhruv Grewal (all Babson College). "Will learning the price afterwards affect your evaluation differently compared to if you had learned the price beforehand?"

The authors found that the answer seems to depend on whether the information is favorable or not. In the chocolate study, undergraduates were given unbranded squares of Trader Joe's chocolates to taste. Half of the participants were told the chocolate was made in Switzerland; the remaining students were told the chocolate was made in China. But some were told this information before eating the chocolate and some were told afterwards. "When they were given the country of origin before tasting, the students liked the chocolate more when they were told it was from Switzerland," the authors write. "This was expected because Switzerland has a strong reputation for chocolate whereas China does not. Surprisingly, when they were given the country of origin after sampling, the students that were told the chocolate was from Switzerland liked it less than those told it was from China."

The authors found similar results when they told the participants that the chocolate was expensive versus inexpensive. The students enjoyed the same chocolate less when they were told it was expensive after sampling.

Finally, the authors conducted a study in a Boston-area liquor store. Customers were told the store was conducting a blind taste test of a new wine. After tasting, half the customers were told the wine was from Italy; the remaining customers were told it was from India, a region not known for producing fine wines. "As in previous studies, people liked the wine more when they were told it was from India after sampling compared to when they were told it was from Italy," the authors write. And nearly twice as many people opted to take a $5 coupon for the wine (instead of a gift of similar value) when they were told it was from India.


'/>"/>

Contact: Mary-Ann Twist
JCR@bus.wisc.edu
608-255-5582
University of Chicago Press Journals
Source:Eurekalert

Related medicine news :

1. Indirubin -- Component Of Chinese herbal remedy might block brain tumors spread
2. UNH launches joint Sustainable Agro-Ecosystems Lab with Chinese Academy
3. Eye movement differs in British and Chinese populations
4. Newly discovered virus implicated in deadly Chinese outbreaks
5. Solving a traditional Chinese medicine mystery
6. New Clue to How Chinese Remedy Curbs Drinking
7. Scientific evidence supports effectiveness of Chinese drug for cataracts
8. Chinese Study Suggests New Way to Test for Genetic Diseases
9. Culturally sensitive treatment model helps bring depressed Chinese immigrants into treatment
10. Ancient Chinese medicine may help chemotherapy patients
11. Ancient Chinese herbal recipe eases side effects of chemotherapy
Post Your Comments:
*Name:
*Comment:
*Email:
(Date:6/25/2016)... ... June 25, 2016 , ... Experts from ... at AcademyHealth’s Annual Research Meeting June 26-28, 2016, at the Hynes Convention Center ... care topics including advance care planning, healthcare costs and patient and family engagement. ...
(Date:6/25/2016)... TX (PRWEB) , ... June 25, 2016 , ... ... the United States, named Dr. Sesan Ogunleye, as the Medical Director of its new ... the facility Medical Director of our new Mesquite location,” said Dr. James M. Muzzarelli, ...
(Date:6/25/2016)... ... June 25, 2016 , ... Conventional wisdom preaches the ... In terms of the latter, setting the bar too high can result in disappointment, ... just slow progress toward their goal. , Research from PsychTests.com reveals ...
(Date:6/24/2016)... ... ... crisis. Her son James, eight, was out of control. Prone to extreme mood shifts and ... him, he couldn’t control his emotions,” remembers Marcy. “If there was a knife on ... say he was going to kill them. If we were driving on the freeway, ...
(Date:6/24/2016)... ... 24, 2016 , ... Comfort Keepers® of San Diego, CA is excited to ... Recovery® program to drive cancer patients to and from their cancer treatments. Comfort ... quality of life and ongoing independence. Getting to and from medical treatments is ...
Breaking Medicine News(10 mins):
(Date:6/24/2016)... SOUTH SAN FRANCISCO, Calif. , June 24, ... GBT ), a biopharmaceutical company developing novel ... with significant unmet needs, today announced the closing ... 6,400,000 shares of common stock, at the public ... the shares in the offering were offered by ...
(Date:6/24/2016)... 24, 2016 ... the addition of the " Global Markets for ... This report focuses on ... updated review, including its applications in various applications. The ... which includes three main industries: pharmaceutical and biotechnology, food ...
(Date:6/24/2016)... ALEXANDRIA, Va. , June 24, 2016 ... a set of recommendations that would allow ... information (HCEI) with entities that make formulary and coverage ... determine the "value" of new medicines. The ... that does not appear on the drug label, a ...
Breaking Medicine Technology: