Taste is such a subjective matter that we don’t usually conduct preference tests for food. The most you can say about anyone’s preference, is that it’s one person’s opinion. But because the two big cola companies—Coca-Cola and Pepsi Cola are marketed so aggressively, we’ve wondered how big a role taste preference actually plays in brand loyalty. We set up a taste test that challenged people who identified themselves as either Coca-Cola or Pepsi fans: Find your brand in a blind tasting.
味觉是一个主观的问题，我们通常不会对食物进行偏好测试。关于任何人的偏好，你最多只能说这是一个人的意见。但是因为两大可乐公司——可口可乐和百事可乐的营销如此激进，我们想知道口味偏好在品牌忠诚度中到底扮演了多大的角色。我们设立了一个口味测试，挑战那些自称可口可乐或百事可乐粉丝的人：在盲品中找到你的品牌。
We invited staff volunteers who had a strong liking for either Coca-Cola Classic or Pepsi, Diet Coke, or Diet Pepsi. These were people who thought they’d have no trouble telling their brand from the other brand.
我们邀请了对可口可乐或百事可乐经典口味、或无糖口味有强烈喜爱的员工志愿者。这些人认为他们很容易区分自己的品牌和其他品牌。
We eventually located 19 regular cola drinkers and 27 diet cola drinkers. Then we fed them four unidentified samples of cola one at a time, regular colas for the one group, diet versions for the other. We asked them to tell us whether each sample was Coke or Pepsi; then we analyzed the records statistically to compare the participants’ choices with what mere guess-work could have accomplished.
我们最终找到了19名喝经典可乐的人，27名喝无糖可乐的人。然后，我们一次给他们喂四个未经鉴定的可乐样本，一组经典可乐，另一组无糖可乐。我们让他们告诉我们每个样品是可口可乐还是百事可乐；然后，我们对记录进行统计分析，将参与者的选择与单纯的猜测工作所能完成的结果进行比较。
Getting all four samples right was a tough test, but not too tough, we thought, for people who believed they could recognize their brand. In the end, only 7 out of 19 regular cola drinkers correctly identified their brand of choice in all four trials. The diet-cola drinkers did a little worse-only 7 of 27 identified all four samples correctly.
把所有四个样品都做好是一项艰巨的测试，但我们认为，对于那些相信自己能认出自己品牌的人来说，这并不太难。最终，在所有四项试验中，19名喝经典可乐的人中只有7人正确地确定了自己选择的品牌。无糖可乐饮用者的情况稍差，27人中只有7人正确识别了所有四个样本。
While both groups did better than chance would predict, nearly half the participants in each group made the wrong choice two or more times. Two people go all four samples wrong. Overall, half the participants did about as well on the last round of tasting as on the first, so fatigue, or taste burnout, was not a factor. Our preference test results suggest that only a few Pepsi participants and Coke fans may really be able to tell their favorite brand by taste and price.
虽然两组的表现都好于偶然性预测，但每组中近一半的参与者都做出了两次或两次以上的错误选择。两个人把四个样本都弄错了。总的来说，一半的参与者在最后一轮品尝中的表现与第一轮差不多，因此疲劳或味觉倦怠不是一个因素。我们的偏好测试结果表明，只有少数百事可乐和可口可乐粉丝能够通过口味和价格说出他们最喜欢的品牌。
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