Michael Koenigs

“In a blind taste test at the University of Bordeaux, students in the faculty of enology were given two glasses of wine, one red and one white. The wines were actually identical except that one had been made a rich red with an odorless and flavorless additive. The students without exception listed entirely different qualities for the two wines. That wasn’t because they were inexperienced or naive. It was because their sight led them to have entirely different expectations, and this powerfully influenced what they sensed when they took a sip from either glass. In exactly the same way, if an orange-flavored drink is colored red, you cannot help but taste it as cherry.”
― Bill Bryson, The Body: A Guide for Occupants

“The man who does not read has no advantage over the man who cannot read.”
― Mark Twain

“All that is really going in your mouth is texture and chemicals. It is your brain that reads these scentless, flavorless molecules and vivifies them for your pleasure. Your brownie is sheet music. It is your brain that makes it a symphony.”
― Bill Bryson, The Body: A Guide for Occupants