When caffeine consumers repeatedly experience a novel flavoured drink containing caffeine, the rated pleasantness of the drink flavour increases progressively. These results could be interpreted in terms of the flavour acting as a Pavlovian conditioned stimulus (CS) predicting the consequences of caffeine ingestion. However, all studies of this phenomenon to date have used between-subjects designs, and one criticism of this is that changes in pleasantness might have arisen from nonspecific effects. A more rigorous test is to examine changes in pleasantness for two drinks, a CS+ flavour paired with caffeine and CS- paired with placebo. Accordingly, 20 moderate caffeine consumers consumed both CS+ and CS- drinks in counterbalanced order over eight conditioning trials at breakfast, with hedonic and sensory characteristics evaluated on each trial. As predicted, the rated pleasantness of the CS+ drink increased whereas pleasantness of the CS- drink did not change. Despite this, participants did not have an overall preference for the CS+ flavour posttraining. However, both those who chose the CS+ and those who chose the CS- at the end showed the same direction and rate of change in pleasantness for the two drinks during training, but spurious differences in baseline preference obscured this effect in terms of an overall change in preference. Overall these data suggest that changes in pleasantness of drinks paired with caffeine delivery are best explained in terms of Pavlovian associations between drink flavour and the postingestive effects of caffeine.
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