Differences in ratings of intensity and pleasantness for the capsaicin burn between chili likers and non-likers; implications for liking development

If liking for the chili burn is acquired, then the relationship between ratings of burn intensity and pleasantness in chili non-likers should be representative of the initial response pattern to chili, and in chili likers, the final acquired response pattern. Close examination of these relationships may provide insights into the mechanisms that mediate liking development. The experiment reported here asked chili likers (frequent users) and non-likers (very infrequent users) to make burn intensity and pleasantness judgements for an ascending series of capsaicin concentrations in an attempt to define the relationship between these variables. Non-likers were found to be indifferent to low to moderate burn intensities, which were liked by chili likers. Both groups disliked strong burn intensities. These data provide preliminary support for a model of liking development whereby initially indifferent responses develop into liking responses apparently independent of sensory changes.