Psychology & Psychiatry

Now or later: How taste and sound affect when you buy

There's a reason marketers make appeals to our senses; the "snap, crackle and pop" of Rice Krispies makes us want to buy the cereal and eat it. But as savvy as marketers are, they may be missing a key ingredient in their ...

Neuroscience

Virtual reality takes a leap into taste

A fly hasn't eaten for an entire day, and it's starving. It finds a pile of edible gelatinous goo and begins eating, when a green light appears, and the food, which was far from delicious a moment ago, becomes irresistibly ...

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