Raghubir, Priya; Tyebjee, Tyzoon T.; Lin, Ying-Ching - In: Foundations and Trends(R) in Marketing 3 (2009) 3, pp. 127-176
taste testing. We propose that as consumers are unaware of the influence of a range of stimuli on their judgments and … paradigm of taste testing can and should be used to examine the effect of strategic and tactical marketing mix decisions in …
