Linguistics and Marketing

When products are described it is clear that word choice is critical. For example, it is much more enticing to hear that something tastes 'delicious' rather then 'good.' However, depending on the product and the target consumer, it is possible that a word other then delicious might be better (e.g. satisfying).

In short I am wondering about suggestions for systematically approaching word choice in targeting a specific consumer audience with a particular product. It would be particularly interesting if anybody had any first hand experience or knew of studies in which groups responded differently to different word choices.

Thanks.