Clinical Research Directory

Parsing the Impact of Calories Versus Sweet Taste on Beverage Brand Conditioning

The purpose of this study is to learn how the sweet taste and the calorie content of a beverage affect the way people respond to the brand logo printed on that beverage. Previous work suggests that once a logo has been paired repeatedly with a rewarding drink, the logo alone can capture attention and increase the desire to consume. What is not yet known is whether the sweet taste, the calories, or both are responsible. Two current scientific explanations disagree on this point, and the study is designed to compare them. The investigators plan to enroll 176 healthy adults, 18 to 45 years old, with a body mass index between 18 and 34. People will not be eligible if they cannot safely have an MRI scan, are actively trying to lose weight or taking weight-loss medication, have a history of a taste, smell, or eating disorder, or have an active neurological condition.