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