Disgust evoked by strong wormwood bitterness influences the processing of visual food cues in women: An ERP study

The perception of intense bitterness is associated with disgust and food rejection. The present cross-modal event-related potential (ERP) study investigated whether a bitter aftertaste is able to influence affective ratings and the neuronal processing of visual food cues. We presented 39 healthy normal-weight women (mean age: 22.5 years) with images depicting high-caloric meat dishes, high-caloric sweets, and low-caloric vegetables after they had either rinsed their mouth with wormwood tea (bitter group; n = 20) or water (control group; n = 19) for 30s. The bitter aftertaste of wormwood enhanced fronto-central early potentials (N100, N200) and reduced P300 amplitudes for all food types (meat, sweets, vegetables). Moreover, meat and sweets elicited higher fronto-central LPPs than vegetables in the water group. This differentiation was absent in the bitter group, which gave lower arousal ratings for the high-caloric food.We found that a minor intervention ('bitter rinse') was sufficient to induce changes in the neuronal processing of food images reflecting increased early attention (N100, N200) as well as reduced affective value (P300, LPP). Future studies should investigate whether this intervention is able to influence eating behavior.