The Style is the Man Himself, and the Wine is the Man's Character? A Study of the Influence of Producer's Personality on Perceived Taste

Abstract

Abstract:

Sensory marketing researches, as a new research field that attracts great attention recently, have achieved remarkable results.The existing sensory marketing researches mainly focus on two themes, the effect of multisensory integration and the effect of extrinsic cues on sensory perception.Based on sympathetic magical thinking theory and embodiment theory, this research examines the personali-ty-taste contamination effect in whiskey product by 2 studies.Specifically, we show that 1) in customers'cognition, the words used to describe taste match specific personality traits;2) producer's personality will influence taste perception, customer will overrate the taste words which match the Producer's personality;3) customers'paranormal beliefs has a moderating effect on the personality-taste mecha-nism and paranormal believers are more sensitive to the contamination effects than unbelievers;4) customers believe that different taste of foods are suited to people with different personality, and this is also suitable for positioning strategy.

Key words: personality traits, taste perception, sympathetic magical thinking, paranormal beliefs, market positioning

Zhang Quancheng, Sun Hongjie, Chen Jing, Lai Tianhao. The Style is the Man Himself, and the Wine is the Man's Character? A Study of the Influence of Producer's Personality on Perceived Taste[J]. , 2017, 29(7): 93-102,112.

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