Negative Information, Cognitive Load, and Taste Perceptions

ABSTRACT Previous research on consumer’s evaluation of how good or bad a food product tastes have found that activating memory-based perceptions or presenting non-taste related product information influence the taste judgment. In this study, we extend this stream of research by introducing a cognitive load manipulation, and hypothesize that the effect of negative product information on taste evaluations is reversed under conditions of high cognitive load. A 3-cell between-subjects experimental design was employed to test this assumption, and the results show that cognitive load in fact reverses the previously found effect. In addition, an equal negative effect on purchase intentions and product popularity is also reversed. Theoretical implications for food marketing are offered based on the findings.