Bitter struggle for survival: Evolved bitterness embodiment of survival motivation

In four experiments, we tested the hypothesis that survival motivation is grounded in the physical experience of bitter taste. Chinese (Experiment 1) and non-Chinese participants (Experiment 2) who tasted a bitter drink were quicker than the control participants who drank plain water in responding to survival-related words in a lexical decision task. Chinese participants who chewed bitter lotus root were more likely to discount the future than those who chewed sour lemon (Experiment 3). Finally, surprise retention tests revealed that experiencing a bitter rather than sweet taste led to higher retention of words processed for survival rather than mating scenarios (Experiment 4). These findings support our prediction that the taste of bitterness embodies survival motivation because both are adaptations to harsh environment.

► We tested the hypothesis that survival motivation is grounded in a bitter taste.
► The bitter taste perception made the survival-related words more accessible.
► Participants were more likely to discount the future when exposed to bitter tastes than sour tastes.
► A bitter taste led to the excellent retention of words suited for survival scenarios.