Tag: Benign masochism

Did you know that some researchers have compared the thrilling sensation of eating spicy food to the rush of riding a roller coaster? This natural high is a key biological and psychological factor behind why is spicy stuff addicting for many people around the world.

A study from USC revealed that carbon dioxide in fizzy drinks activates the same pain sensors in the nasal cavity as mustard or horseradish. This intense sensory experience is at the core of why so many people, like you, crave the burn from soda.

Research from the Monell Chemical Senses Center suggests that the pleasant 'bite' of carbonation is actually a mild form of pain detected by sensory receptors in your mouth. But if it's a painful sensation, why do I crave the burn of carbonation?