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ERIC Number: EJ896994
Record Type: Journal
Publication Date: 2010-Oct
Pages: 8
Abstractor: As Provided
Reference Count: 0
ISBN: N/A
ISSN: ISSN-0010-0277
Magic at the Marketplace: Choice Blindness for the Taste of Jam and the Smell of Tea
Hall, Lars; Johansson, Petter; Tarning, Betty; Sikstrom, Sverker; Deutgen, Therese
Cognition, v117 n1 p54-61 Oct 2010
We set up a tasting venue at a local supermarket and invited passerby shoppers to sample two different varieties of jam and tea, and to decide which alternative in each pair they preferred the most. Immediately after the participants had made their choice, we asked them to again sample the chosen alternative, and to verbally explain why they chose the way they did. At this point we secretly switched the contents of the sample containers, so that the outcome of the choice became the opposite of what the participants intended. In total, no more than a third of the manipulated trials were detected. Even for remarkably different tastes like Cinnamon-Apple and bitter Grapefruit, or the smell of Mango and Pernod was no more than half of all trials detected, thus demonstrating considerable levels of choice blindness for the taste and smell of two different consumer goods. (Contains 2 figures.)
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Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A