“Good” versus “Popular taste” Appeals and their Importance in Driving Consumer’s Product Evaluations

Despite the fact that expert judgments play a critical role in aesthetic consumption decisions, no final answer has been given to the question if knowing what experts consider regarding meeting good taste is more persuasive than knowing what is actually preferred by consumers (i.e., popular taste). An experimental study among fashion consumers and professionals working in the fashion industry reveals that experts evaluate a product more positive if good taste is emphasized. In contrast, popular taste appeals result in more positive product evaluations of non-experts than of experts. Marketers should be aware that the influence of expert judgments is limited to experts’ product evaluations only; they are advised to communicate a product’s popularity to other consumers in marketing campaigns to increase the company’s success.