Disgust Propensity and the Bitter Aftertaste Response

Abstract

Introduction A high level of disgust propensity (the general tendency to respond with the emotion of disgust to any given situation) is associated with an increased sensitivity to bitter taste. The present study examined the relationship between disgust propensity and the sensitivity to bitter aftertaste. Methods A total of 200 women rinsed their mouth with concentrated wormwood tea (Artemisia absinthium). The resulting aftertaste was evaluated (intensity of bitterness and disgust) every 15 s for 10 min. A multiple linear regression analysis was calculated to capture the association between aftertaste ratings and affective variables (e.g., disgust propensity, depression symptoms). Results Higher disgust propensity was associated with higher initial disgust ratings and faster reduction of disgust over time. Higher depression scores were associated with a slower disgust reduction. Conclusion We demonstrated that affective variables predict the temporal course of the wormwood aftertaste response. Having a higher disgust propensity was associated with a shortened disgust recovery. Implications A shortened disgust recovery may be adaptive because it enables faster processing of new disgust stimuli.

Identifying temporal drivers of product acceptance and rejection across sips during whole product consumption

“…Measuring emotional response alongside sensory profiling of products has become more popular in recent sensory and consumer research (Peltier et al, 2019; Spinelli & Monteleone, 2018). Some perceptions, such as bitterness, have been shown to evoke the disgust emotion (Schienle et al, 2020) and serve as a possible driver for product dislike/rejection. Measuring emotional response has been shown to provide better product discrimination and insights into product engagement in comparison to hedonic responses (Ng et al, 2013; Nijman et al, 2019).…”