Abstract
Lee, Frederick, & Ariely (2006) revealed that offensive taste expectations lower beer taste ratings but the same information was not effective if it was given after the tasting. In their experiments, however, the taste was confounded with the brand name. We examined the effect of the timing of disclosure of conceptually disgusting information about a beverage when it is or is not accompanied with a high-valued label. Participants were asked to compare regular orange juice and “special” one (it contained two drops of soy sauce). Although the result replicated Lee et al. (2006) when the orange juices were presented with labels, the information presented after tasting lowered the preference of the participants when the labels were removed. This result indicates that the brand name restrains the negative power of conceptual (attitude determining) information, but it happens only when the information is presented after consumption.
