In one experiment, preschool children judged french fries as tasting better when served in a McDonald's bag rather than a plain white bag. This best illustrates the impact of

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The phenomenon demonstrated in this experiment is perceptual set. Perceptual set refers to a mental predisposition to perceive something in a certain way, which can be influenced by contextual cues such as packaging or branding. The children in the experiment had a preconceived notion that the french fries from McDonald's would taste better and this influenced their perception of the taste of the fries when they were presented in a McDonald's bag.

In One Experiment, Preschool Children Judged French Fries as Tasting