At this point, the procedure varied according to the experimental conditions. Participants were told to taste a chip and to to make a memory of how good this chip tastes.” The “try participant was given ten seconds to taste the chip before s/he could advance to the next screen. Then, participants in the varied flavor focus condition were asked, is the dominant flavor “What of the chip?” Participants in the constant flavor focus condition were not asked to identify a dominant flavor. Next, participants in the varied flavor focus condition were told, taste another “Please chip. After tasting the chip the first time, you said you tasted [dominant flavor]. Try to taste an additional flavor when you taste the second chip.” The flavor listed by the participant after tasting the first chip was inserted into the instruction. After tasting the second chip, participants in the varied flavor focus condition were asked, is the additional flavor of the chip?” “What Participants in the constant flavor focus condition were told, taste another chip. Try to “Please make a memory of how good this chip tastes.” Then, participants in both conditions were asked, the overall taste of the second chip better or worse than the taste of the first chip?” “Was Participants responded by choosing either or This procedure continued for “Better” “Worse.” three more chips, with the varied flavor focus condition participants being asked to identify a new flavor with each additional taste. The constant flavor focus condition participants continued to focus on remembering how good the chip tasted. After tasting the food, all participants were asked product familiarity, covariate, and demand awareness questions. First, participants indicated whether they had consumed the chips previously (measured independent variable). Specifically, participants were asked, you “Have ever had these particular chips before? (yes / no).” Participants who answered were then “yes” asked how many times they had eaten the chips. Next, participants were asked about factors that
At this point, the procedure varied according to the experimental conditions. Participants were told to taste a chip and to “try to make a memory of how good this chip tastes.” The participant was given ten seconds to taste the chip before s/he could advance to the next screen. Then, participants in the varied flavor focus condition were asked, “What is the dominant flavor of the chip?” Participants in the constant flavor focus condition were not asked to identify a dominant flavor. Next, participants in the varied flavor focus condition were told, “Please taste another chip. After tasting the chip the first time, you said you tasted [dominant flavor]. Try to taste an additional flavor when you taste the second chip.” The flavor listed by the participant after tasting the first chip was inserted into the instruction. After tasting the second chip, participants in the varied flavor focus condition were asked, “What is the additional flavor of the chip?” Participants in the constant flavor focus condition were told, “Please taste another chip. Try to make a memory of how good this chip tastes.” Then, participants in both conditions were asked, “Was the overall taste of the second chip better or worse than the taste of the first chip?” Participants responded by choosing either “Better” or “Worse.” This procedure continued for three more chips, with the varied flavor focus condition participants being asked to identify a new flavor with each additional taste. The constant flavor focus condition participants continued to focus on remembering how good the chip tasted. After tasting the food, all participants were asked product familiarity, covariate, and demand awareness questions. First, participants indicated whether they had consumed the chips previously (measured independent variable). Specifically, participants were asked, “Have you ever had these particular chips before? (yes / no).” Participants who answered “yes” were then asked how many times they had eaten the chips. Next, participants were asked about factors that
JCR%2015-0112-R1.docx