The use of mimicry to improve evaluation of unsought beverages

• Published in: Food quality and preference 2017-12, Vol.62, p.137-143
• Main Authors: Kulesza, Wojciech, Dolinski, Dariusz, Migon, Marta, Rizulla, Aidana, Gamian-Wilk, Małgorzata, Grzyb, Tomasz
• Format: Article
• Language: English
• Subjects: Flavor; Healthy products; Liking; Mimicry; Taste; Unsought beverage
• ISSN: 0950-3293; 1873-6343
• DOI: 10.1016/j.foodqual.2017.06.004

•Products beneficial to health are avoided because of negative taste.•Such avoidance causes harm to people; reducing it is absolutely crucial.•We test if a vehicle for such change may be mimicry.•Mimicry changed the taste of a healthy beverage, raised pricing, and predicted purchasing.•Mimicry might be a powerful tool in changing attitudes toward healthy but unsought beverages. In the present paper we explore if interaction with a second person may change the experience and perception of the taste of distasteful beverages. The aim of the current research is to explore the impact of mimicry on flavor perception of unsought beverages which are beneficial, but due to factors such as unpleasant taste may be perceived negatively and thus avoided. In the first study, the participants were either mimicked or not mimicked by the confederate. The second study focused on measuring the amount of mimicry engaged in by the participant. The research reported here demonstrates that (1) mimicry of others can be used to influence their willingness to purchase an unsought product and to increase the price they are willing to pay for it, and (2) the level of non-conscious mimicry by a consumer can be used to predict their willingness to purchase an unsought product.