Taste Sensitivity and Aesthetic Preferences: Is Taste Only a Metaphor?

Abstract

“Taste” is often used to describe sensitivity to both foods and visual art. We examined whether a biological marker of physical taste sensitivity influenced aesthetic preferences. In three studies, we measured physical taste sensitivity by exposing participants to the chemical phenylthiocarbamide (PTC) and having them rate how bitter it tasted (if they tasted it at all). Across all studies, miscalibrated physical taste sensitivity (extremely high and low taste bud density) related to extreme negative responses to disturbing and provocative artwork. Miscalibrated physical taste sensitivity was related specifically to avoiding (high disgust) disturbing artwork, but not to approach-related negative affect (anger). These findings provide novel evidence regarding biological influences on aesthetic preferences.