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Along the way, Spence has found that a strawberry-flavored mousse tastes ten per cent sweeter when served from a white container rather than a black one; that coffee tastes nearly twice as intense but only two-thirds as sweet when it is drunk from a white mug rather than a clear glass one; that adding two and a half ounces to the weight of a plastic yogurt container makes the yogurt seem about twenty-five per cent more filling, and that bittersweet toffee tastes ten per cent more bitter if it is eaten while you’re listening to low-pitched music. This year alone, Spence has submitted papers showing that a cookie seems harder and crunchier when served from a surface that has been sandpapered to a rough finish, and that Colombian and British shoppers are twice as willing to choose a juice whose label features a concave, smile-like line rather than a convex, frown-like one.

We are accustomed to thinking of food and its packaging as distinct phenomena, but to a brain seeking flavor they seem to be one and the same.

The human mind is incredibly averse to uncertainty and ambiguity; from an early age, we respond to uncertainty or lack of clarity by spontaneously generating plausible explanations. What’s more, we hold on to these invented explanations as having intrinsic value of their own. Once we have them, we don’t like to let them go.

Heightened need for cognitive closure can bias our choices, change our preferences, and influence our mood. In our rush for definition, we tend to produce fewer hypotheses and search less thoroughly for information. We become more likely to form judgments based on early cues (something known as impressional primacy), and as a result become more prone to anchoring and correspondence biases (using first impressions as anchors for our decisions and not accounting enough for situational variables). And, perversely, we may not even realize how much we are biasing our own judgments.

In 2010, Kruglanski and colleagues looked specifically at the need for cognitive closure as part of the response to terrorism.