I don’t like chili peppers or spicy food in general. The “spicy” taste seems awfully similar to me to the sensation commonly known as “pain.” I, for one, don’t like pain and couldn’t comprehend why people would eat spicy food.
That spicy taste that I don’t like is the chemical Capsaicin. It is the method chili peppers use to defend themselves against mammals that would otherwise like to eat them. Birds disperse the seeds and are beneficial to the plants so they are not sensitive to capsaicin.
Humans experience the pain of thorns on cactus and they experience the pain of the chili peppers, so it was very mysterious to my why people enjoy and seek out the experience of one and carefully avoid the other. All other mammals avoid both.
I asked my co worker, who happens to enjoy these sorts of things, quite some time ago what the explanation was of this uniquely human behavior. He proposed that perhaps it was associated with some positive experience like the good feelings that come from having a well prepared meal with friends or family. I didn’t buy that explanation because there is no way people would ever start poking themselves with needles and then introduce the practice as part of an enjoyable family meal.
Just this week, he remembered my question and offered an explanation. “Misattribution of arousal” is the psychological process whereby people make a mistake in assuming what is causing them to feel stimulated. It might be that if you asked a man and a woman to go running together, their increased heart rate, sweating, and general excitement of exercise would be attributed to falling in love. As a result they might begin to feel romantically attracted to each other.
Our conclusion was that people were misattributing the arousal from the hot taste of the food to the food tasting good. I’m sure that positive experiences of friendship, family, having a good time, all got mixed in there and reinforced the pleasurable association.