Navigation Links
Does Chinese chocolate taste better than Swiss? Depends on when you find out

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
University of Chicago Press Journals

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:
(Date:11/25/2015)... ... November 25, 2015 , ... ... all, Water For Empowerment ™ attracts volunteers together who want to combine ... empowering women as key stakeholders in the process. The non-profit launched its first ...
(Date:11/25/2015)... ... November 25, 2015 , ... Finnleo, a leader in the traditional and far-infrared ... traditional and far-infrared saunas. , For traditional saunas, Finnleo is offering ... sauna wood, and Finnleo uses only European Grade A Nordic White Spruce from sustainably ...
(Date:11/25/2015)... ... November 25, 2015 , ... ... direct sauna parts and accessories. , Sauna accessories help improve the bather experience ... and personality. From basic styles for the purist looking for simplicity in design ...
(Date:11/25/2015)... ... November 26, 2015 , ... Ministers, ... Union (EU), ANDI Pan African Centres of Excellence, and public R&D institutions, civil ... for the opening of the 5th African Network for Drugs and Diagnostics Innovation, ...
(Date:11/25/2015)... TX (PRWEB) , ... November 25, 2015 , ... For ... the companies’ “ Two Organizations, One Beat ” campaign. The partnership between the two ... services to aid in MAP International’s cause. , MAP International was founded in 1954 ...
Breaking Medicine News(10 mins):
(Date:11/26/2015)... , November 26, 2015 /PRNewswire/ ... announced the addition of the  "2016 ... the Global Cell Surface Testing Market: ... report to their offering.  --> ... addition of the  "2016 Future Horizons ...
(Date:11/26/2015)... --> ... att använda SyMRI för att hitta optimal ... med multipel skleros (MS) eller hjärntumörmetastaser och ... för att kunna använda SyMRI Research Edition ... kan man generera flera konstrastbilder från en ...
(Date:11/26/2015)... , November 26, 2015 ... the addition of the  "2016 Future ... European Therapeutic Drug Monitoring (TDM) Market: ... Intelligence, Emerging Opportunities"  report to their ... has announced the addition of the  ...
Breaking Medicine Technology: