Psychology and Taste Perception

1. Increased serotonin levels help people recognize sweet and bitter taste at much lower concentrations
2. Elevated serotonin is considered a happier state
3. Many antidepressants manipulate / increase serotonin
4. Elevated noradrenalin levels improve bitter and sour recognition
5. Elevated noradrenalin levels heighten response to stimuli
6. Salt is not affected at all by altering either of these neurotransmitters
7. Neurotransmitters may be related to the increased taste response we get with the morning after hangover

So how does this information help a bartender?

1. Flavorful drinks are best served to low key personalities
2. Perky people may not find bitter flavors pleasant
3. After a few drinks, dopamine may increase, but taste sensation and perception will be dulled (intoxication)
4. When you are feeling down, make more flavorful drinks
5. When you are happy keep your flavors moderate