Highlights • Sensory tasting information has a great impact on consumer coffee experiences. • Subjective sensory information (flavor, aroma and body) has a higher impact on taste rating and preference level for the tasted coffee relative to objective sensory information (origin, variety and production practices) and no information. • In general, PROP supertasters have a higher bitterness rating score than other consumers. • Subjective information positively influences PROP supertasters’ purchase likelihood for the tasted black coffee, without necessarily affecting their bitterness perception of the coffee. Abstract Product sensory information, an external cue, could greatly influence consumer enjoyment of hedonic products like coffee. The question is what type of sensory information, subjective (e.g., aroma, flavor and body) or objective (e.g., origin, varieties and production practices), has a higher impact on consumer product experience accounting for heterogeneous taste sensitivity. We examine this question using a between-subject experiment where participants were either given subjective, objective or no sensory information of a specialty coffee. Participants were classified as either supertasters or other tasters using the 6-n-propylthiouracil (PROP) paper strip. The results indicate that, compared to objective sensory information and no information, subjective sensory information results in a higher taste rating and a higher preference level for the coffee. More importantly, subjective information positively influences PROP supertasters’ purchase likelihood for coffee, without necessarily affecting their bitterness perception of the coffee tasted. [ABSTRACT FROM AUTHOR]