Do You Work While You Eat? - HBR's The Daily Stat

June 28, 2013 People who were making and tasting lemonade while memorizing a seven-digit number ended up with a50% higher sugar concentration in the drink than people who were memorizing just one number, say Reine C. van der Wal of Radboud University Nijmegen and Lotte F. van Dillen of Leiden University, both in the Netherlands. This and other experiments suggest that dealing with a cognitive load dulls the experience of taste (not just sweet but also salty and sour), leading people to drink or eat more in order to obtain a pleasurable experience. Abstaining from cognitive activities during meals may enhance taste perception and limit overconsumption, the researchers say. SOURCE: Leaving a Flat Taste in Your Mouth: Task Load Reduces Taste Perception