UNIVERSITY PARK, Pa. — People who seek novel and powerful sensations and are more prone to taking risks — and who perceive bitter tastes more intensely — are more likely to prefer bitter, pale-ale-style beers and drink them more often, according to Penn State sensory researchers, who conducted a study that involved blind taste tests and personality assessments.
The results of the study, which involved more than 100 beer consumers, were unexpected, explained researcher John Hayes, associate professor of food science, because previous research typically indicates that greater perceived bitterness leads to decreased intake of bitter foods and drinks.
“Traditionally, most researchers find that people who experience bitterness more intensely avoid bitter food or drink — so with heightened bitterness, they like it less, and therefore consume it less,” he said. “But here, we find that people who seek higher sensations and are more risk-taking, they like bitter beer such as India pale ales, if they also have greater bitter taste perception.”