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“positive affect,”

Liking is really about anticipation and memory.

“sensory-specific satiety,

Maddeningly, however, tastes are rarely congenital:

Fourth, they are inherently comparative.

“counter-adaptive”:

“efficient market” again: When all “known information” has already been built into stock prices (or restaurant ratings), amateur investors (or amateur diners) can do as well as experts.

“I’m not writing it down to remember it later, I’m writing it down to remember it now.”

thinking about rewards seems to prompt similar brain activity to actually experiencing rewards.

psychologists have argued that we try to avoid any post-decision choice malaise (What if I really wanted the fish?) by increasing our liking for what we have chosen (Oh, this pasta is divine!) and boosting our disliking for the unpicked alternative, a kind of built-in system to avoid perpetually experiencing buyer’s remorse.