A study published in the Journal of Personality and Social Psychology proposes that individuals that are more sensitive to taste are more likely to be politically conservative, particularly on social and cultural issues.
Certain elements of taste (i.e. perception of bitterness), are thought to have evolved millions of years ago with the purpose of detecting harmful elements such as poisonous plants and rotten foods. Individuals who are more sensitive to taste are also more prone to experiencing disgust.
The link between disgust and political ideology
Previous research suggests that individuals with a higher disgust sensitivity tend to place greater value on adherence to social norms, show greater support for monogamous relationships and display more prejudice towards the out-group (e.g. immigrants). These values all align with a more conservative ideology.
It was previously thought that the experience of disgust encouraged conservatism as a form of protection against pathogens (e.g. not welcoming immigrants could provide protection against possible foreign diseases they may carry). However, more recent research has suggested that higher sensitivity to disgust is linked to conservative values as a way to maintain traditional norms.
This led the researchers to hypothesize that individuals who are more sensitive to taste (and therefore more likely to experience disgust) will fall on the conservative end of the political spectrum.
To test their hypothesis, the researchers used phenylthiocarbamide (PTC), a compound that is widely used to measure taste sensitivity. The research team set up a table at Cornell University and invited staff and students to participate in exchange for chocolate.
The participants were asked to place a PTC strip on their tongue for 30 seconds, then fill out a survey package. They were asked about the taste of the strip (e.g. bitter, salty etc.), the intensity of the taste and their political orientation.
The researchers found that higher taste sensitivity (which was indicated by a greater experience of bitterness) was associated with greater political, social and cultural conservatism.
The next experiment was similar to the previous one: the researchers set up a table in two shopping malls in cities in the Northeastern U.S. and asked participants to place a taste strip on their tongue. However, for this experiment, the taste strip contained 6-n-propylthiouracil (PROP) instead of PTC.
PROP was used because, depending on a person’s genetic makeup, it can taste extremely bitter, completely tasteless or anywhere in between. After rating the taste of the strip, participants were asked to rate their positivity and negativity towards 12 political issues.
The results of this experiment showed that higher taste sensitivity predicted greater conservatism, but only on issues that related to ingroup and outgroup attitudes (i.e. gun ownership, welfare benefits and religion).
To further examine these results, the researchers performed another study. They hypothesized that while social and cultural conservatism is predicted by higher taste sensitivity, economic conservatism is not.
Once again, the researchers set up a table at Cornell University and invited staff and students to participate in their study in exchange for chocolate. However, for this experiment, the researchers sought a more objective way to measure taste sensitivity.
They provided participants with blue-food colouring and a cotton swab to dye the front portion of their tongue. They asked participants to place a small ring on the tip of their tongue while the researchers took a photo.
The purpose of this procedure was to allow the researchers to measure the density of fungiform papillae on each participant's tongue. Fungiform papillae are small structures that are the primary location of taste receptors. Greater fungiform papillae density indicates higher taste sensitivity.
The participants then completed a survey package assessing their disgust sensitivity, political orientation and degree of economic liberalism/conservatism.
The researchers again found that higher taste sensitivity predicted greater social and cultural conservatism. However, as predicted, higher taste sensitivity wasn’t associated with economic conservatism.
These results suggest that disgust sensitivity is the mechanism underlying this association since disgust has been associated with cultural and social conservatism, but not economic conservatism.
Overall, the researchers found support for their hypothesis that individuals with a greater sensitivity to taste (and disgust) are more likely to hold culturally and socially conservative values. These values tend to relate to inter-group dynamics (e.g. welfare benefits), but not economic issues (e.g. lowering corporate taxes).