Morewedge, Carey K., Colleen Giblin, and Michael I. Norton. "The (Perceived) Meaning of Spontaneous Thoughts." Journal of Experimental Psychology: General 143, no. 4 ...

When we associate a food with happy memories, it affects how good we think it tastes and how good it makes us feel, according to Professor Carey Morewedge of Boston University. The more we eat of ...