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The Strange Psychology Of Why We Love The Taste Of Coffee


If you’re a coffee lover, you know that drinking coffee is a complex and nuanced experience—there’s the rich aroma, the comforting warmth, and the loveliness of the ritual of sitting down with a fresh cup. But if you focus on the actual taste of coffee on your tongue, there’s no getting around the fact that it’s quite bitter, and bitterness isn’t always the most delectable taste. In fact, long ago, we evolved to avoid it.

But according to a new study from Northwestern University, coffee lovers aren’t less sensitive to the bitter taste, as you might guess; they’re actually more sensitive to it, which points to an interesting psychological phenomenon behind our love of coffee.

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