Sugar or Sweetener? Your Mind May Decide the Flavor

The perception of sweetness and the pleasure derived from drinks may depend not so much on their composition as on what a person believes about the product. This conclusion was reached by scientists from Radboud University, University of Oxford, and University of Cambridge. The study was published in the journal The Journal of Neuroscience. How Expectations Change Taste The study involved 99 healthy adults with an average age of about 24. All participants initially had similar attitudes toward sugar and artificial sweeteners. However, when researchers began to alter their expectations, taste perception changed dramatically. If participants were told that a drink contained artificial sweeteners, they rated sugary drinks as less enjoyable. Conversely, when people believed they were drinking a sugar-containing beverage, their enjoyment increased — even if the drink was actually sugar-free.