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"In a new study, Adrian North has shown that when people drink wine to the accompaniment of music, they perceive the wine to have taste characteristics that reflect the nature of that concurrent music. If you want your Merlot to taste earthy and full-bodied, try savouring it to the tune of Tom Jones. To add a little zing to your Pinot, perhaps try some Gaga?"

14% think pink tablets taste sweeter than red tablets; Yellow is perceived as salty; 11% thought white or blue tablets as tasting bitter; 10% said orange tablets were sour.

In many cases, wine drinkers will actually rate the identical wine higher when it's presented in a fancier bottle. So if presentation matters, then perhaps the presentation of wine could actually affect the taste of the food it's served with. This is the premise of a study by Brian Wansink, Collin Payne, and Jill North.

In an illustration more typical of Pinker's cultural taste, he quotes the opening scene of Woody Allen's movie Annie Hall, when the young Alvy Singer tells a psychiatrist that he won't do his homework because the universe is expanding. If the universe is going to fall apart, he says, what is the point of human existence? "What has the universe got to do with it?" his mother wails at him. "You' re here in Brooklyn! Brooklyn is not expanding!" That kind of reductionism is confusing two levels of analysis," Pinker says. "We have meaning and purpose here inside our heads, being the organisms that we are. We have brains that make it impossible for us to live our lives except in terms of meaning and purpose. The fact that you can look at meaning and purpose in one way, as a neuro-psychological phenomenon, doesn' t mean you can' t look at it in another way, in terms of how we live our lives." The collection of genes known as Steven Pinker made the point most forcibly in How The Mind Works, where he explained his own decision not to have children - which apparently runs counter to the demands of evolution - and says that if his genes don't like it, "they can take a running jump." http://www.guardian.co.uk/Archive/Article/0,4273,3926387,00.html Steven Pinker

In an intriguing study, scientists have linked tart tastes with an unforgiving  mind. And the more conservative a person's views, the more their thoughts are  affected by their tastebuds.

Fats in foods like potato chips and french fries make them nearly irresistible because they trigger natural marijuana-like chemicals in the body called endocannabinoids, researchers at the University of California, Irvine, have found. The researchers discovered that when rats tasted something fatty, cells in their upper gut started producing endocannabinoids, while sugars and proteins did not have this effect. How fats create, like, a buzz It starts on the tongue, where fats in food generate a signal that travels first to your brain, and then through a nerve bundle called the vagus to your intestines. There, the signal stimulates the production of endocannabinoids, which initiates a surge in cell signaling that prompts you to totally pig out - probably by initiating the release of digestive chemicals linked to hunger and satiety that compel us to eat more. And that leads to obesity, diabetes and cancer, the researchers said. But they suggest it might be possible to curb this process by obstructing endocannabinoid activity: for example, by using drugs that "clog" cannabinoid receptors. The trick: bypassing the brain to avoid creating anxiety and depression (which happens when endocannabinoid signaling is blocked in the brain). I'm guessing McDonald's won't be adding that drug to their fries. Ref.: Daniele Piomelli, et al., An endocannabinoid signal in the gut controls dietary fat intake, PNAS, 2011; in press

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