Sour promotes risk-taking: an investigation into the effect of taste on risk-taking behaviour in humans

Vi, Chi Thanh and Obrist, Marianna (2018) Sour promotes risk-taking: an investigation into the effect of taste on risk-taking behaviour in humans. Scientific Reports, 8 (7987). ISSN 2045-2322

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Taking risks is part of everyday life. Some people actively pursue risky activities (e.g., jumping out of a plane), while others avoid any risk (e.g., people with anxiety disorders). Paradoxically, risk-taking is a primitive behaviour that may lead to a happier life by offering a sense of excitement through self-actualization. Here, we demonstrate for the first time that sour - amongst the five basic tastes (sweet, bitter, sour, salty, and umami) - promotes risk-taking. Based on a series of three experiments, we show that sour has the potential to modulate risk-taking behaviour across two countries (UK and Vietnam), across individual differences in risk-taking personality and styles of thinking (analytic versus intuitive). Modulating risk-taking can improve everyday life for a wide range of people.

Item Type: Article
Schools and Departments: School of Engineering and Informatics > Informatics
Research Centres and Groups: Creative Technology
Subjects: B Philosophy. Psychology. Religion > BF Psychology > BF0309 Consciousness. Cognition Including learning, attention, comprehension, memory, imagination, genius, intelligence, thought and thinking, psycholinguistics, mental fatigue
Q Science > QA Mathematics > QA0075 Electronic computers. Computer science
Q Science > QP Physiology > QP0351 Neurophysiology and neuropsychology > QP0431 Senses > QP0448 Special senses > QP0455 Chemical senses. Chemoreceptors > QP0456 Taste
Depositing User: Chi Thanh Vi
Date Deposited: 15 May 2018 14:00
Last Modified: 13 Jun 2018 12:48

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Project NameSussex Project NumberFunderFunder Ref
SenseX - Sensory Experiences for Interactive TechnologiesG1589EUROPEAN UNIONH2020-ERC-2014-STG-638605