Good is sweet and bad is bitter: Conflation of affective value of aromas with taste qualities in untrained participants

Abstract

In sensory evaluation, trained panelists are recommended to accurately assess complex flavors. However, many researchers assume that “simpler” qualities such as basic tastes can be reliably assessed by untrained individuals. In this work, we tested whether untrained participants would conflate the basic tastes of “bitter” and “sweet” with the hedonic aspects of an aroma by using Jelly Belly BeanBoozled® candies. These products are sweet candies which have either pleasant (e.g., coconut) or unpleasant (e.g., sour milk) aromas. In the first test, all participants rated candies with their nose open. In the second test, all participants rated candies with nose closed immediately followed by nose open. Both experiments demonstrated that sweetness was rated higher for good beans than bad beans and bitterness was rated higher for bad beans than good beans when rated with nose open. Closing the nose eliminated this difference, as all beans were actually sweet and not bitter. Practical applications: Researchers should use caution when interpreting sensory ratings from untrained participants, even for “simple” sensations such as basic tastes. While it is often necessary to use untrained participants, these individuals may conflate the hedonic aspects of the product with other sensory qualities.