Sensory suggestiveness and labeling: Do soy labels bias taste?

Can labels suggestively influence sensory perceptions and taste? Using a "Phantom Ingredient" taste test, we show that the presence or absence of a labeled ingredient (soy) and the presence or absence of a health claim negatively bias taste perceptions toward a food erroneously thought to contain soy. We found a label highlighting soy content made health claims believable but negatively influenced perceptions of taste for certain segments of consumers. Our results and discussion provide better direction for researchers who work with ingredient labeling as well as for those who work with soybean products.