can influence the pleasure we get from eating.
Previous research has shown that factors beyond the food itself can affect our experience of taste. Music, sounds, presentation, and even our surroundings can change how we perceive flavour and texture.
However, the researchers noted that relatively little attention had been paid to the effect of moral transgression — in other words, doing something we know we probably shouldn’t — on the enjoyment of everyday food.
To investigate, the researchers designed an experiment involving one of the world’s most popular snacks: French fries.
Participants
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