味觉对判断与决策的影响及其机制

味觉作为人类生存必不可少的感觉之一, 早已超越“舌尖”的直接感受, 潜在地影响了个体对人际关系及伦理道德的知觉与判断, 改变着个体对冒险与消费等行为的决策。情绪中介假说、具身隐喻假说、进化假说以及社会建构假说从不同视角试图阐明味觉对判断与决策的影响机制。当前研究存在味觉感受存在个体差异、味觉测量难以保证效度、味觉实验缺乏统一研究范式等问题, 未来可继续进行味觉隐喻的验证并将其应用于感官营销、心理治疗等领域, 从生理、心理及社会等多个层面出发, 全方位探讨味觉对判断、决策的影响及其机制。

The effect of taste on judgment and decision-making and its mechanism

Taste is one of the indispensable feelings for human survival, and has substantially extended beyond the direct feeling of “tongue tip.” Taste affects individual perceptions and judgment of interpersonal relationship and ethics, and changes individual decision-making on risk-taking and consumption. Emotional intermediary, embodied metaphor, evolutionary, and social construction hypotheses are different perspectives used to explain the influence of taste on judgment and decision-making. The existing research has some limitations, such as individual differences in taste perception, difficulty in ensuring the validity of taste measurement, lack of unified research paradigm in taste experiment. Hence, future research should continue to verify the taste metaphor and apply it to the fields of sensory marketing and psychological therapy. The current study intensively analyzes taste from the aspects of physiology, psychology, and society, and discuses all facets of the mechanism and effects of taste on judgment and decision-making.