Magic at the marketplace: Choice blindness for the taste of jam and the smell of tea

We set up a tasting venue at a local supermarket and invited passerby shoppers to sample two different varieties of jam and tea, and to decide which alternative in each pair they preferred the most. Immediately after the participants had made their choice, we asked them to again sample the chosen alternative, and to verbally explain why they chose the way they did. At this point we secretly switched the contents of the sample containers, so that...