阅读理解
Tasteissuchasubjectivematterthatwedon'tusuallyconductpreferencetestsforfood.Themostyoucansayaboutanyone'spreferenceisthatit'soneperson'sopinion.Butbecausethetwobigcola(可乐饮料)companies-Coca-ColaandPepsiColaaremarketedsoaggressivelywe'vewonderedhowbigaroletastepreferenceactuallyplaysinbrandloyalty.WesetupatastetestthatchallengedpeoplewhoidentifiedthemselvesaseitherCoca-ColaorPepsifans:Findyourbrandinablindtasting.
WeinvitedstaffvolunteerswhohadastronglikingforeitherCoca-ColaClassic(传统型)orPepsiDiet(低糖的)CokeorDietPepsi.Thesewerepeoplewhothoughtthey'dhavenotroubletellingtheirbrandfromtheotherbrand.
Weeventuallylocated19regularcoladrinkersand27dietcoladrinkers.Thenwefedthemfourunidentifiedsamplesofcolaoneatatimeregularcolasfortheonegroupdietversionsfortheother.WeaskedthemtotelluswhethereachsamplewasCokeorPepsi;thenweanalyzedtherecordsstatisticallytocomparetheparticipants'choiceswithwhatmereguess-workcouldhaveaccomplished.
Gettingallfoursamplesrightwasatoughtestbutnottootoughwethoughtforpeoplewhobelievedtheycouldrecognizetheirbrand.Intheendonly7outof19regularcoladrinkerscorrectlyidentifiedtheirbrandofchoiceinallfourtrials.Thediet-coladrinkersdidalittleworse-only7of27identifiedallfoursamplescorrectly.
Whilebothgroupsdidbetterthanchancewouldpredictnearlyhalftheparticipantsineachgroupmadethewrongchoicetwoormoretimes.Twopeoplegotallfoursampleswrong.Overallhalftheparticipantsdidaboutaswellonthelastroundoftastingasonthefirstsofatigueortasteburnoutwasnotafactor.OurpreferencetestresultssuggestthatonlyafewPepsiparticipantsandCokefansmayreallybeabletotelltheirfavoritebrandbytasteandprice.
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