Food tastes better if we think it’s organic

Swedish researchers gave a group of people two cups of ordinary coffee, but told them one was organic. Despite the two drinks being identical, the participants said the supposedly ‘organic’ version was nicer.

Bill Palladino – MLUI‘s insight:

Oh, this is just too good to be true.  It would seem that our species is simple-minded enough that our brains can be fooled into thinking something tastes better, by just telling stating so on the label.

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