Why We Like What We Like

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by Alva Noë

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Can we really taste the difference, or is it all just down to context?

Can you tell the difference between gourmet liver paté and dog food?

I mean, can you tell the difference by taste?

Many of you are probably pretty sure that you could, and also that you could tell the difference between a $100 bottle of a splendid vintage and some $5 schlock, right? But can you really? In a blind taste test?

Scientists have looked into these questions and the findings are, well, they're disgusting. It turns out most people won't notice the difference between paté and dog food, so long as the latter is suitably presented with the right sort of garnish. And as for our ability to discriminate wine, even experts may confuse a white wine with a red when it is served at room temperature in a dark glass. And we'll enjoy soggy old potato chips, it turns out, if our chewing is accompanied (over head phones) by the satisfying sound of crunching.

What are we to make of this?

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