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Article published In: Cognitive Linguistic Studies
Vol. 12:1 (2025) ► pp.130–158

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Bitter Monday and sweet Friday — The bidirectional relationship between taste and time

ORCiD logo with link | Southwest University
Published online: 2 June 2025
DOI logo with link
https://doi.org/10.1075/cogls.22015.qin
Abstract
The conceptualization of time is based on the physical experience in space (Evans, V. (2004). The structure of time: Language, meaning and temporal cognition. Amsterdam: John Benjamins. Google Scholar logo with link to Google Scholar). Linguistically and psychologically, time is represented in two deictic spacetime metaphors: the ego-moving metaphor and the time-moving metaphor (Clark, H. H. (1973). Space, time, semantics and the child. In T. E. Moore (Ed.), Cognitive development and the acquisition of language (pp. 27–63). New York: Academic Press. Google Scholar logo with link to Google Scholar). In the current research, two studies were conducted to investigate a novel relationship between taste and time. In Study 1, participants drank honey water and black coffee separately before interpreting a temporally ambiguous question. The results showed that whereas sweet taste tilted participants toward the ego-moving perspective in disambiguation, bitter taste slanted participants toward the time-moving perspective. To find out whether the influence of taste on time could be reversed, Study 2 primed participants with the ego-moving- or the time-moving-framed contextual statements before asking them to gauge the sweetness of honey water and the bitterness of black coffee independently. It was observed that in contrast to the ego-moving prime that prompted higher sweetness scores, the contrary prime begot higher bitterness ratings. Across the two studies, emotion was shown to correlate with taste and time perspective. Taken together, our findings buttress the embodied cognition theory by furnishing preliminary evidence that taste can affect and be affected by time. Implications for the interplay between sensation, emotion, culture, and temporal cognition are discussed.
Article outline
  • 1.Introduction
    • 1.1The influence of emotion on time
    • 1.2The influence of taste on emotion
    • 1.3The influence of time on emotion
    • 1.4The influence of emotion on taste
  • 2.The present studies
    • 2.1Study 1
      • 2.1.1Participants
      • 2.1.2Materials and procedure
      • 2.1.3Results
    • 2.2Study 2
      • 2.2.1Participants
      • 2.2.2Materials and procedure
      • 2.2.3Results
  • 3.General discussion
    • 3.1Overview
    • 3.2Discussion
      • 3.2.1Taste-time bidirectionality from the perspective of embodied cognition
      • 3.2.2Sweet-ego-moving perspective association from the perspective of emotion-related motivation
      • 3.2.3Bitter-time-moving perspective association from the perspective of emotion-related agency
      • 3.2.4Taste-time bidirectionality from the perspective of emotion-related mediation
    • 3.3Implications
      • 3.3.1Implications for embodied cognition
      • 3.3.2Implications for the emotion-time association
      • 3.3.3Implications for the taste-emotion-time link
      • 3.3.4Implications for the linguacultural generalizability of the taste-time association
  • 4.Conclusion
  • References
References (99)
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