realize the importance of smell and to a lesser extent sight, to your taste.

This something more, is your belief about what it is that you are tasting and the memories associated with it, that transform and modify the taste you perceive and those you like. It seems knowledge does not change the experience, but the value we give the experience alters how we talk and think about it. Belief and expectation do seem to affect and colour the experience itself. When you believe that something is purer and somehow superior, it enhances your experience of how it tastes and you enjoy it more, and that further reinforces your belief and so on. If you believe something will taste odd or bad, you will so perceive its taste.

Of course, there is finally a difference between what people like and what they choose. People may like regular Coke, but choose Diet Coke because they think the lesser calories are good for them.

Our choices can be disassociated from pleasure, and the belief and recognition of the benefits can shortly begin to change the perception and enjoyment of taste. It would help if you put in the effort to make your diet food look nice on your plate and eat it within a proper ambience. Make the experience enjoyable, this will add to the knowledge that what you are eating is good for you and it will all actually taste better and so make it easier for you to overcome your earlier taste perceptions, to enjoy the new taste of what you now eat, and stick to your new food habits as a life time regimen.

All this is what Food Companies are aware of. They realize that it is hard to make money from whole natural foods, mostly because it is hard to distinguish your Company’s produce or product from that of another. Hence to turn a profit, it helps to make the corn into a Brand name cereal and the chicken into a T.V.dinner. This is what they have done and we all have happily fallen for it, agreeing that branding somehow makes it better and worth the extra cost.

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