Disgust evoked by strong wormwood bitterness influences the processing of visual food cues in women: An ERP study

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Abstract: The perception of intense bitterness is associated with disgust and food rejection. The present cross-modal event-related potential (ERP) study investigated whether a bitter aftertaste is able to influence affective ratings and the neuronal processing of visual food cues. We presented 39 healthy normal-weight women (mean age: 22.5 years) with images depicting high-caloric meat dishes, high-caloric sweets, and low-caloric vegetables after they had either rinsed their mouth with wormwood tea (bitter group; n = 20) or water (control group; n = 19) for 30s. The bitter aftertaste of wormwood enhanced fronto-central early potentials (N100, N200) and reduced P300 amplitudes for all food types (meat, sweets, vegetables). Moreover, meat and sweets elicited higher fronto-central LPPs than vegetables in the water group. This differentiation was absent in the bitter group, which gave lower arousal ratings for the high-caloric food.