- Introduction
- Taste Perception Factors
- The Basics of Taste
- Taste: Sugar & Sweetness
- Taste: Salt & Saltiness
- Taste: Sour & Acidity
- Taste: Umami / Savory
- Taste: Bitterness
- Taste Receptors
- Evolution & Taste
- Viscosity & Ethanol
- Decreasing Bitterness
- Aroma's & Taste
- Taste & Psychology
- Herding Effect
- Genetics & Taste
- Taster Status
- Normal Tasters
- Non-Tasters
- Super-Tasters
- Taste Intensity
- PTC/PROP Instructions
- Bartender & Status
- References
Informational Social Influence
- Informational social influence (Social Proof or theHerding Effect): People tend to follow the crowd without examining the merits of a particular thing. As more people come to believe in something, others also hop on the bandwagon regardless of the underlying evidence.
- Is a psychological phenomenon that occurs in ambiguous social situations when people are unable to determine the appropriate mode of behaviour. Making the assumption that surrounding people possess more knowledge about the situation, they will deem the behaviour of others as appropriate or better informed.
Common Examples of Informational Social Influence
Vodka: This is a spirit that is advertised as having a wide variety of flavors, even though it has the least. It also presents a paradox for Supertasters, since most find ethanol to be bitter, but they would be the only ones able to identify the subtle flavor components of vodka
Scotch: This is a perfect example of how heritage / culture can guide taste preferences and also indicate that with enough exposure, even Supertasters can enjoy very flavorful spirits
What They Drink Must Be Good
Robert Parker Wine Picks
As one of the worlds most influential wine critics, Mr. Parker has created a perfect example of ISI. As wines move up his 100 point scale, the value of those wines grows exponentially.
“There can never be any substitute for your own palate nor any better education than tasting the wine yourself.” Robert Parker
Drink Bloggers
The trend of social media has had a big influence on peoples drinking choices. Absinthe, classic cocktails, rare spirits and others have all seen a renaissance because of social media. If a drink becomes a topic of conversation, there is an increase in the sales of certain ingredients.
