Most of the participants who told the researchers they hated the word chalked it up to phonics. “It just has an ugly sound that makes whatever you’re talking about sound gross,” one participant argued. However, people did not show similar aversions to words that utilize the same sounds, such as foist or rejoiced. People found the word moist most disgusting when it was accompanied by unrelated, positive words like paradise, or when it was accompanied by sexual words. By contrast, when it accompanied food words (like cake), people weren’t as bothered by it. 

The younger and more neurotic the study participants were, the more likely they were to dislike the word. Additionally, the more disgust they associated with bodily functions, the less they liked moist. People who found themselves particularly grossed out by thinking of things as moistmay just be more likely to associate the word with sex, the researchers postulate. As one participant explained, “It reminds people of sex and vaginas.” No disrespect to either, of course, but we're pretty sure no one wants to think about those things when they're browsing the baked goods aisle.