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1 .This is Scientific American 60-Second Science. I'm Christopher Intagliata. Got a minute?
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2 .If you've ever dined with a stuffy nose, you know that what you smell strongly influences what you taste.
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3 .But what you see matters too.
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4 .Even the color of a cup can trick your taste buds.
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5 .That's according to research in the Journal of Sensory Studies.
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6 .Researchers prepared store-bought hot chocolate, and served it in red, orange, white and cream-colored cups to 57 volunteers.
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7 .The study subjects rated the sweetness, aroma, flavor and overall likeability of each cup of cocoa.
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8 .Turns out hot chocolate in the orange cup was rated more likable and 'chocolatey' than the others--even though each cup had the same stuff.
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9 .Previous studies also suggest color matters.
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10 .Increasing the yellow hue of a 7-Up can, for example, makes people think the drink tastes more lemony.
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11 .Likewise, researchers say the orange cup might enhance the 'chocolatey' brown color of the cocoa, and enhance flavor.
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12 .Since much more of the brain's cortex is devoted to vision than taste,
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13 .what you see could matter as much as what your taste buds experience.
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14 .So next time you're really savoring something, try feasting your eyes on something else--and see if the taste passes the test.
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15 .Thanks for the minute, for Scientific American 60-Second Science. I'm Christopher Intagliata.
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