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.

中文翻译：

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负面信息，认知负荷和味觉

摘要先前有关消费者对食品口味的好坏评估的研究发现，激活基于记忆的感知或呈现与口味无关的产品信息会影响口味判断。在这项研究中，我们通过引入认知负荷操作扩展了这一研究流，并假设在高认知负荷条件下，负面的产品信息对口味评估的影响会逆转。采用三单元受试者之间的实验设计来测试此假设，结果表明，认知负荷实际上会逆转先前发现的效果。此外，对购买意愿和产品受欢迎程度的负面影响也被扭转。基于这些发现，对食品销售产生了理论上的启示。