A blog by Prof. Dante Pirouz, a consumer behavior researcher at the Ivey Business School - University of Western Ontario, who specializes in understanding why our brain and body drive us to consume what we do and what we consumers can do about it.
Friday, December 17, 2010
The Taste Gene -- Psychobiologists Find Genetic Component in Children's Food Preference
ScienceDaily () -- In the first study to link taste genes to behavior in children, researchers looked at how natural variations in a recently discovered taste gene affected sensitivity to bitter tastes and food preferences in a group of children and adults. Collecting genetic samples from 143 children and their mothers, the researchers showed moms and kids who had at least one bitter-sensitive region in the gene were generally able to detect even a hint of bitter flavor in a test drink. The same group of children, carrying one or two bitter-sensitive regions of a gene, also preferred higher concentrations of sucrose solutions and had stronger preferences for sweet-tasting food and beverages than did the bitter-insensitive kids.
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