The interactive effect of cultural symbols and human values on taste evaluation
We suggest that consumers assess the taste of a food or beverage by comparing the human values symbolized by the product to their human value priorities. When there is value-symbol congruency, they experience a better taste and aroma and develop a more favorable attitude and behavior intention; incongruence has the opposite effects. Participants in two taste tests were told the correct identity of a product or misinformed. Participants who endorsed the values symbolized by the product (that they thought they were tasting) evaluated the product more favorably. The implications for marketing strategy, self-congruity theory, and the assimilation effect are discussed.
Michael W. Allen, Richa Gupta, and Arnauld Monnier. "The interactive effect of cultural symbols and human values on taste evaluation" Journal of Consumer Research 35.2 (2008): 294-398.
Available at: http://works.bepress.com/michael_allen1/1