“At the most basic level, marketing tweaks the consumer’s experience of one sense through use of others—restaurants curating not only our meal, but the music, the decor, and more. At a deeper level, it alters the consumer’s beliefs about what’s being consumed—dog food only tastes palatable when you believe it may be pâté. And finally, in the most extreme cases, it ingrains these perception-altering beliefs so deeply that a brand literally etches itself into the architecture of our brains.”