Taste is relative not absolute. A buttery tale.

The margarine test: why marketers must look at what people do rather than what they say.

The 1940s were a dispiriting decade for American margarine makers.

Despite being cheaper than other spreads, shoppers viewed margarine as an unappetising white gloop. Its reputation was so tarnished that Joseph Quarles, a Wisconsin senator, said: “I want butter that has the natural aroma of life and health. I decline to accept as a substitute caul fat, matured under the chill of death, blended with vegetable oils and flavoured by chemical tricks.”

At this low ebb Good Luck margarine, a leading American brand, decided to hire a Ukrainian psychologist, Lois Cheskin, to understand what was causing its, well, bad luck.

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