Personal values influence taste of food

SYDNEY, July 18 (UPI) -- The reason a beef burger tastes better than a veggie burger to some people has more to do with values than actual taste, an Australian researcher said.

Michael W. Allen of the University of Sydney, Richa Gupta of the University of Nashville and Arnaud Monnier of National Engineer School for Food Industries and Management in France, conducted a series of studies that examined the symbolic meaning of foods and beverages.

The study, published in the Journal of Consumer Research, found what influenced participants was what they thought they had eaten rather than what they actually ate.

The authors note that meat has an association with social power, and people who scored high in the authors' Social Power Value Endorsement measure believed that a meat-containing item tasted better than a vegetarian alternative -- even if both products were identical. Participants who supported the values symbolized by Pepsi -- "exciting life, social power and recognition" -- gave a more favorable rating to the product they thought was Pepsi, even though they drank a low-price Woolworth cola.

"Heavy meat eaters claim that they eat meat because it tastes better than other foods, such as meat substitutes," the authors said in a statement. "Our results challenge that claim."