How Your Mind Affects What You Consider Tasty?

Have you ever wondered why one food delights you, while another repels you, even though their taste qualities are actually similar? Why do some people enjoy dishes you wouldn’t touch?

Have you ever wondered why one food delights you, while another repels you, even though their taste qualities are actually similar? Why do some people enjoy dishes you wouldn’t touch? The answer is simple: your perception of food depends not only on its actual taste, but also on how your brain interprets it. Let’s break down how this happens.

Placebo Effect: Expectations Matter

The placebo effect, well-known in medicine, also manifests in cooking. It’s a phenomenon where your perception of food changes based on expectations, not actual taste qualities. Expectations can make you perceive the same product differently, even when its taste remains unchanged. For example, a study conducted in China demonstrated how expectations could change the perception of the spiciness of a sauce. Participants were divided into two groups: one group loved spicy sauces, and the other didn’t. They tasted sauces of different spiciness, but before trying them, they were shown images of peppers, suggesting how spicy the sauce would be.

Interestingly, those who liked spicy food, expecting a mild flavor, rated the sauce as less spicy. Meanwhile, those who didn’t like spicy food had their aversion intensified. This confirms that expectations can change not only how you perceive the taste but also how your brain reacts to food.

Expectations and "Breaking the Mold"

Have you ever tried salmon-flavored ice cream? Sounds strange, right? But that’s exactly what scientists did to demonstrate how much your expectations affect your food perception. In an experiment, participants were offered a "pink ice cream," but its taste wasn’t sweet at all—it tasted like salmon. When the food was served as ice cream, participants felt disgusted, even though they loved fish. But when the same food was presented as "cold savory mousse," its taste was rated much higher.

Why? It’s all about "breaking the mold." Your brain expects pink ice cream to be sweet, and this cognitive dissonance leads to negative emotions, even if the taste isn’t that bad. This shows that our food preferences aren’t just about what we eat but also about what we expect from the food.

Negative Associations

Another important factor is cultural and emotional associations with food. For example, durian—this exotic fruit, which in Southeast Asia is considered a delicacy, can be a real challenge for those not accustomed to its smell. Its strong odor may remind people of garbage, and anyone not used to it would likely avoid trying it. The fact is, our brains associate certain smells and tastes with positive or negative experiences, and this significantly affects how we perceive food.

Emotional State and Taste

How do you feel when you sit down at the table? If you're in a bad mood, you might perceive the food as bland, and even the most familiar dishes will seem less appetizing. In a study conducted in 2020, participants were offered two soups: one new and one familiar. The group with positive emotions rated the soups neutrally, but those under stress found the new soup unpleasant, while the familiar one was appreciated. This confirms that not only the taste of food but also our emotional state plays a crucial role in how we perceive food.