Moral Associations Affect Drink Preference, Says U.S. Study

U.S. academics have found that exposing college students to stories of moral transgression or virtue prior to tasting a mixture of Gatorade and water affected perceptions of disgust and delight in the drink, according to Foodnavigator-usa. If the moral scenario read was positive, participants rated the drink more delicious. If the moral scenario featured a bribe or shoplifting, the drink was rated more disgusting. However, the ratings of sweetness and bitterness were not affected by the moral story. Full article.