1 At the Movies: How External Cues and Perceived Taste Impact Consumption Volume * Brian Wansink Associate Professor of Marketing University of Illinois, Urbana-Champaign Email: wansink@uiuc.edu Phone: (217) 244-0208 Sea Bum Park Doctoral Student Northwestern University Email: seapark@uiuc.edu Phone: (217) 244-0208 The article has been published. It’s appropriate citation is . . . Wansink, Brian and SeaBum Park (2000), “Accounting for Taste: Prototypes that Predict Preference,” Journal of Database Marketing, 7:4, 308-320. * Brian Wansink (Ph.D. Stanford) is Associate Professor of Marketing and of Nutritional Science and at the University of Illinois at Urbana-Champaign and SeaBum Park is a graduate student at Northwestern University. This research was sponsored by ABC’s 20/20 and CBS This Morning. Special thanks to James Hess, Tiffany White, Jeffrey Schmidt, Madhu Vishwanathan, and Seymour Sudman for helpful comments. Correspondence should be directed to the first author at 350 Commerce West, University of Illinois, Champaign, IL 61801 (www.FoodPsychology.com).