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Previous research indicates that identification of colas, on the basis of taste alone, may not be accurate (e.g., Pronko & Bowles, 1948). Recent research with orange juice indicates that taste preference ratings vary based on whether brand name information is known or unknown (Wulf, Odekerken-Schroder, Goedertier, & Van Ossel, 2005). The present study examined blind versus non-blind taste preference ratings for cola flavored sodas (Coca-Cola, Sam's Choice, and Publix). Participants completed rank-order taste preference ratings in a blind condition where brand information was unknown, and a non-blind condition, where brand information was known. Results indicate that the national brand (Coca- Cola) is rated as first choice significantly more often in the non-blind condition, relative to the blind condition. The results suggest that brand equity and brand loyalty also affect taste preference judgments.
How similar in taste preference are store brand products compared to the major national brands? Various stores such as Wal-Mart have their own private label versions of major products. The typical advantage to these products is the reduced price, relative to national brand names. However, brand equity may also play a role in perceptions and preferences for specific products (e.g., LeClerc, Schmitt, & Dubé, 1994, see also brand differentiation, Chakravarti & Janiszewski, 2004). Brand equity can be described as added knowledge or "added value" that impacts a consumer's response to a product, given the brand name of the product (Keller, 1993; LeClerc et al., 1994). A brand name, in and of itself, can have an impact on consumer perceptions and responses to products. The present study focuses specifically on cola-flavored soft drinks.
A significant amount of research has focused on participants' ability to correctly identify cola beverages from blind samples. For example, Pronko and Bowles (1948) instructed participants to taste and identify four samples of soda. The researchers found that participants tended to identify sodas in terms of better-known brands rather than the actual brands used. Even more powerfully, when participants received 4 samples of the same cola drink, the results of participants' responses were comparable to those of participants who received samples of 4 different cola drinks. Pronko and Bowles (1948) suggested that, based on these results, participants could not detect taste (gustatory) differences between the different soda brands. Bowles and...