Do you find coffee too bitter, and red wines unpleasant? You might be a supertaster! In an example of experimental research, Assistant Professor in Applied Economics department Nadia A. Streletskaya and co-authors investigate how supertasters react to different marketing messages about coffee. It seems that describing the taste of the coffee increases the likelihood of purchase for supertasters, all the while not affecting their bitterness perception. To find out more, check out the paper below: https://www.sciencedirect.com/…/artic…/pii/S0950329318302878