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In this food example, providing false feedback about the reality of
something affects later perception and behavior related to it. We have
been discussing the role of hi fi mags in the feedback and formation of
belief systems among audiophiles. As an editor has said, he considers his
role to provide support for those belief systems as the product for his
customers and wants to avoid resistance from them by being very careful
not to rile the belief system. This illustrates the psychology of how
such are formed and how they can change subsequent perception and
behavior, as though there is valid info when there is none that can be
demonstrated outside the process of belief formation in fact. The authors
probably aren't making it up, they also are part of the feedback loop in
the process by which the belief system is formed and continues. If you
will recall, I also posted an article about research showing a similar
process where soft drink users thought themselves consuming one brand
using taste alone based on false visual clues, a perfect analog to the
sighted "test" of which the subjective enterprise is constructed.

http://today.uci.edu/news/release_detail.asp?key=1246