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Oxford psychologist Charles Spence has spent many years discovering that little of how we experience flavour is to do with the taste buds in our mouths. In fact smell, vision, touch and even sound dictate how we perceive food. When Spence started studying the sensory science behind flavour perception, it was a deeply…

• In which text does the writer mention that people are tempted to purchase certain foods without realising why?
• In which text does the writer give an instance of flavour being suppressed?