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Influence of Exposure

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Submitted By jeisi
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Influence of Exposure to Coke Brand Identification on Taste Perception (JC, LK, SS, ND)

1. Abstract
Short abstract, which describes the core of your study and main findings.

1. Introduction
Here you describe why your study is interesting/ important; your problem statement and research question.

1. Theory

Theory

This study aims at affirming that the taste perception of the participants will be highly influenced on whether they are exposed directly to the brand-label, are only aware of the brand or blindly tested. A previous study about the “ Influence of Beer Brand Identification on Taste Perception” proved that in a blind taste, beer drinkers “could not distinguish the taste difference among the brands on an overall basis” (Allison&Uhl, 1964, p.37), moreover did the study conducted by Allison and Uhl highlight that beer drinkers were not able to identify their favorite brand of beer in a blind beer comparison test. Another study conducted by Plassmann, O’Doherty, Shiv and Rangel about how “ Marketing actions can modulate neural representations of experienced pleasantness” also identified that when participants are not presented with any particular information about the wines they had to taste in their blind test, participants were not able to report any major “differences among the wines”. (Plassmann et. All., 2007, p. 1051) Based on these findings the first hypothesis of the study is (1) Participants tested in the blind test will taste no major difference among the different coke sorts. Based on the same study about beer brand identification on taste perception, the researchers observed that participants have a certain loyalty to their preferred brands. This was highlighted when preferences for brands with higher brand equity increased when the beer brands were labeled in the study. The study of Plassmann et. Al., also provided

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