Raghubir, Priya; Tyebjee, Tyzoon T.; Lin, Ying-Ching - In: Foundations and Trends(R) in Marketing 3 (2009) 3, pp. 127-176
This paper builds on recent research that shows that product experience is based on the interaction of a range of sensory cues whose effect is non-conscious (e.g., visual cues affect taste perception) to revisit the classic issue of product taste testing. We propose that as consumers are unaware...
