| Procedure |
Result |
Cause |
| more yellow added to green colour of 1 |
subjects believed extra 2 added to drink |
brain influenced by product presentation |
| gum chewed until it is 3 then again with sugar |
mint flavor 4 |
sweetness necessary for mintiness |
| same drink tasted cold and at room temperature |
5 drink seems sweeter |
temperature affects sweetness |
| crisps eaten in rooms which were 6 |
with louder crunch, subjects believed crisps taste 7 |
sound affects taste perceptions |
| variety of cheese sauces prepared |
subjects believed some sauces tasted less strong |
8 affects taste perceptions |
| two different flavoured 9 tasted together |
subjects still tasted 10 when no longer there |
brain is filling the taste 'gap' |
