In life there are few things we automatically like or love, we usually need a positive introduction by a trusted person to acquire a taste. This process is called “Transvaluation” and is the technical term for positive contamination. Transvaluation is rare compared to negative contamination because it requires an object or person, of significant influence, to imbue another item with […]

In part one we looked at the Laws of Sympathetic Magic—Contagion and Similarity—and explained how they represent the sometimes illogical aspect of human nature. In this post I’ll expand on how these two laws influence human behaviour and how certain actions trigger emotional responses based on magical thinking. Many of the concepts aren’t necessarily new to anyone in the business, […]

Science is based on observation and reproducibility, but prior to genuine scientific understanding, humans reasoned that unexplainable phenomenons were caused by supreme beings and magic. This mentality is still a significant part of human behaviour and should be factored in food and drink creation because the actions of people do not necessarily follow the most logical path. Even though these […]