Coffee but not caffeine consumption reduces the reward value of coffee

This study investigated acute effects of coffee and caffeine consumption on reward value of coffee. Acutely caffeine abstinent, coffee consumers (n = 96, mean total daily caffeine intake 363 mg), evaluated coffee and water 5 and 50 minutes after consuming either decaffeinated coffee or water (single blind) with either 150 mg caffeine or placebo (double blind). Relative to water, coffee but not caffeine reduced reward value of coffee, as indexed by desire to consume coffee and the monetary value of coffee. Neither coffee nor caffeine consumption clearly affected the pleasantness of the taste of coffee (liking), or ad libitum coffee intake. As expected, caffeine increased alertness at the 50-minute timepoint. The effect of coffee consumption on coffee reward value is analogous to sensory-specific satiety demonstrated in studies on eating, but there was not an effect of caffeine analogous the post-ingestive inhibitory effect of food intake on food reward.