Fear Reduces Perceived Sweetness: Changes in the Perception of Taste Due to Emotional State

Naoya Zushi,Saho Ayabe-Kanamura,Midori Ogawa

doi:10.1177/2158244021989318

Abstract

The taste of food and beverages can depend on changes in our taste perception. Also, this change may be due to emotional state. This study manipulated the emotional state of participants by having them watch different types of movies: comedy, horror, and documentary. High state anxiety was triggered among the participants who watched a horror movie, and high juice consumption was confirmed among them. The perception of sweetness of the mixed juice was found to be reduced in the horror movie group compared with the other two groups. Also, we also confirmed the negative correlation between perception of sweetness and state anxiety. Furthermore, the relationship between liking the juice and perception of sweetness was found to differ according to emotional state. This study confirms that our emotional state affects our perception of taste, including that feeling fear and anxiety can reduce the perception of sweetness.

Highlights

IntroductionA study by Goldstein et al (2005) indicated that taste perception was associated with body mass index (BMI)
The ability to taste is important for enjoying eating and maintaining health
As the effects of stress and anxiety on the perception of sweetness differed in previous studies, the present study aimed to explore the perception of taste while experiencing anxiety, and compared this perceptual experience with taste perception while experiencing positive emotions

Summary

Introduction

A study by Goldstein et al (2005) indicated that taste perception was associated with body mass index (BMI). Several research studies have reported that sound affects taste sensation. Zampini and Spence (2004) verified that amplifying the loudness of the sound heard when biting potato chips or emphasizing highfrequency sounds increased the perception of freshness and crispness. Many wine marketers are currently using this multisensory perception in their marketing (Spence, 2019). Another study (ReinosoCarvalho et al, 2017) found that chocolate was perceived as creamier and sweeter when participants were listening to soft or smooth sounds than when they were listening to hard or rough sounds

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