Usually, food tastes better the longer you take to prepare it. And it is a better experience when you share it with other people.
Packaging matters too. Because we can’t really taste the difference between expensive and cheap wine except by the price tag and bottle it’s in.
What kind of story do we tell ourselves about waiting in line at McDonalds? It’s really different from the story we tell about waiting in line for two hours to try the new restaurant downtown.
Settings matter too. Because something doesn’t ever feel right about eating sushi at a gas station.
Marketing and placebos work. They signal to us how we are supposed to behave. They trigger us. They create expectation. The story we tell about food changes the way it tastes.