Expectations alter perception ..I know this from my own practice. Expectations amplify and channel speech perception. Listeners have to take a moment to adjust when speakers say something that defies expectation. This study shows that the same holds true for taste. In one sense experiences arrive one by one, always fresh and new, but over time they become familiar re-enactments of prior experience. For instance I like yogurt for breakfast ..so I say it’s good and look forward to it when I get up in the morning. Good is a property I supply as something I experienced so long ago I don’t remember. It’s no longer fresh and new but an experience that my expectations enhance.