While a big, juicy steak may indeed be culinary nirvana for many, your taste for beef could be based in part on expectation rather than reality.
On the assumption that meat is associated with social power in some peoples' minds, researchers rated study participants on what they call a Social Power Value Endorsement measure, to determine their preferences for meat and their cultural perceptions of it. Participants were then told they would taste either a beef sausage roll or a vegetarian roll. You can guess where this is headed.
Of course the researchers used one of the oldest tricks in the social scientist's toolbox: They lied.
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