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:12/7/2016)... ... December 07, 2016 , ... The Cliff Hart Agencies, ... South Lyon, Dewitt, Williamston, East Lansing, Ann Arbor, and Farmington Hills, is announcing ... a brain tumor. , Jason Bauer and his family are longtime members of ...
(Date:12/7/2016)... ... December 07, 2016 , ... AlignLife clinics nationwide are giving back to their ... enough to receive bountiful gifts wrapped tightly under a Christmas Tree. AlignLife hopes ... of the world. , In exchange for generous donations, customers will receive a gift ...
(Date:12/7/2016)... ... 07, 2016 , ... The Honolulu cosmetic and medical dermatology ... launched October 17, 2016, features comprehensive information regarding a wide range of dermatologic ... patients can discover the latest clinical dermatology treatments for medical skin concerns as ...
(Date:12/7/2016)... TX (PRWEB) , ... December 07, 2016 , ... ... 2016 Top 20 Marketing Campaign Winner in the Folio: Marketing Awards competition. Live ... recognize the year’s best in pioneering, inventive, and ultimately successful projects undertaken by ...
(Date:12/7/2016)... ... December 07, 2016 , ... ... its newest portable bioelectronic medicine device WellnessPro Plus for consumers and healthcare ... enhances the WellnessPro platform by expanding the treatment modalities available in a ...
Breaking Medicine News(10 mins):
(Date:12/7/2016)... 7, 2016 REPORT OBJECTIVES ... provides market intelligence on a market segment, based ... been provided in the report. The primary objectives ... global market intelligence through detailed segmentation, 2) market ... structure and developments, market situation, trends, 3) detailed ...
(Date:12/7/2016)... According to the new ... Market, by Components (Software, Service), Delivery Modes (Web-based, ... Biotechnology Companies, Clinical Research Organization, Medical Device Companies) ... to 2022", published by Scalar Market Research, the ... expected to grow at a healthy CAGR of ...
(Date:12/7/2016)... 7, 2016   Rx Savings Solutions has partnered ... and its Public Employees Insurance Agency (PEIA) to offer more ... innovative healthcare software, ultimately saving money on their prescriptions. ... its members with access to our software that will alert ... affordable therapy can be found," says Michael Rea , ...
Breaking Medicine Technology: