"A whisky sipped in a room smelling of fresh-cut grass with the sound of sheep 'baa-ing' in the background tastes different from having the same drink in a sweet-smelling, red room with piano music playing, research suggests."
It tastes best nipped from the bottle while still in the parking lot of the liquor store.
Tasters rated the whisky as tasting grassier in the grassy room, sweeter in the sweet room, and having a woodier aftertaste in the woody room.
Something tells me there is something wrong with this experiment. I wonder what.
To rule out the possibility that the context of the experiment was leading to the results, the group pretested a small group in a lab environment, finding that sights and sounds affected people's taste even when they weren't aware of any manipulation.
So the main group was aware of the manipulation? I think Balk and Choire can lead a whiskey tasting expedition through different environments and come up with more scientific results.
Oddly, whisky tastes more threatening when sipped in a badger den filled with bees.
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