Chi Ku: Bitter Taste Preferences and Responses to Unpleasant Experiences

Eating bitterness is a common Chinese metaphor but received limited research attention. Five studies tested the metaphorical link between bitter taste preference and responses to unpleasant experiences. Based on embodied cognition literature, this research found that individuals who prefer bitter taste reported higher distress tolerance and had different responses to unpleasant experiences.


Chun-Ming Yang (2012) ,"Chi Ku: Bitter Taste Preferences and Responses to Unpleasant Experiences", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1122-1122.


Chun-Ming Yang, Ming Chuan University, Taiwan


NA - Advances in Consumer Research Volume 40 | 2012

Share Proceeding

Featured papers

See More


K5. Advertising Organizational Culture as a Selling Tactic for For-Profit Organizations

Dejun Tony Kong, University of Houston, USA
Maria Ng, University of Houston, USA

Read More


Pursue Your Passions: Cultural Discourses about Consumer’s Heroic Wilderness Adventures

Nathan Warren, University of Oregon, USA
Linda L Price, University of Oregon, USA

Read More


Exploring Consumers’ Technology Dreams and Nightmares: A Collage-Elicitation Study

Céline Del Bucchia, Audencia Business School
Cristel Russell, American University, USA
Burlat Claire, Audencia Business School

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.