Consumers may claim they don't like diet soda because of the taste of artificial sweeteners, but Shelly Schmidt, a University of Illinois professor of food chemistry, thinks people are also influenced by a subtle difference called "mouth-feel." Think body, fullness, thickness; regular soda contains high-fructose corn syrup, diet soda doesn't.
What makes these scientists think mouth-feel is the culprit? For one thing, artificial sweeteners have been greatly improved and extensively studied. "Taste profiles for artificial sweeteners now closely match the one for sucrose, which humans describe as the perfect sweetness," Lee said.