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In English, unfair treatment and social injustice are often described as "bitter" experiences, whereas "eating bitterness" refers to endurance in the face of hardship in Chinese. This suggests that bitter taste may ground experiences of adversity in both cultures, but in culture-specific forms. We tested this possibility by assessing Canadian and Chinese participants' responses to fairness and achievement scenarios after incidental exposure to bitter or neutral tastes. Tasting something bitter increased self-reported motivation and intenti
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