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Crossmodal perception. 

…when senses interact, in sometimes surprising ways. Some fun examples:

  • Coffee tastes better when you don’t have a loud coffee machine near you, and it also tests more intense and less sweet if the mug is white.
  • In the atmosphere of a pressurised cabin when flying, with decreased humidity and air pressure and significant background noise, things taste less sweet or salty.

  • If you can’t hear the crunch of, say a Pringles potato chip, then it tastes less fresh.

You might enjoy Nicola Twilley’s super New Yorker article, The Illusion of Taste, which has more of the science and plenty more examples.

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