You're listening to TED Talks Daily. I'm Elise Hugh. I'm so excited about today's talk because it's about food and drink. My greatest passions. No, we're not just going to list off my favorite foods, even though that would be fun. Instead, in this talk from Ted at DuPont in 2019, the neuroscientist Camilla Arndall Anderson

digs into the fascinating way our brains experience how things taste.

So I had this very interesting experience five years ago.

You know, me and my husband,

we were out grocery shopping as we do every other day,

but this time we found this fancy.

You know, I'm talking fair trade, I'm talking organic, I'm talking Kenyan, single origin coffee

that we splurged and got.

And that was when the problem started already.

You know, my husband, he deemed this coffee blend superior

to our regular and much cheaper coffee,

which made me imagine a life-based solely on fancy coffee,

and I saw our household budget explode.

And worse, I also feared that this investment would be in vain,

that we wouldn't be able to notice this difference after all.

Unfortunately, especially for my husband,

he had momentarily forgotten that he's married to a neuroscientist

with speciality in food science. All right? So without further ado, I mean, I just put him to the test.

I set up an experiment where I, first I blindfolded my husband, then I brewed the two types of coffee,

and I told him that I would serve them to him one at a time.

Now, with clear certainty, my husband,

he described the first cup of coffee as more raw and bitter,

...