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

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