Good Tastes Better social experiment [Video]

Price can significantly influence consumer perceptions, potentially altering responses in a blind taste test, and Newman’s Own conducted the Good Tastes Better social experiment to determine if brand purpose affects consumer preference.

The social experiment took the form of a blind taste test with undisclosed brand names, and participants were asked to sample slices of frozen pizza accompanied by different descriptions. While some slices highlighted a company’s commitment to giving 100% of profits to children, others were linked to feeding corporate greed. As a result, consumers consistently gave higher ratings to the pizza slices where 100% of profits help kids facing adversity, claiming it tasted better. But it turns out that both frozen slices served to participants were the same, Newman’s Own Margherita Pizza.