The Way Evaluation Tastes: Tasting as an Embodied Cue of Evaluation

The current theory and research on embodiment have indicated that the basic bodily experiences, which may be more fundamental and important than previously suggested, can influence human cognitive processes. Drawing upon this perspective, the present study examined the hypothesis that the psychological experience of evaluation is grounded in the physical experience of tasting. In three experiments, we found that a tasting cue facilitated evaluation-related conceptual processing in a lexical decision task (Experiment 1), and induced a desire to evaluate toward novel stimuli (Experiment 2). Furthermore, sweet tastes were associated with more positive and secure evaluations than bitter tastes (Experiment 3). These findings provide converging evidence supporting the prediction that tasting as an embodied cue of evaluation.