"He showed the words ‘chocolate cake’ to a group of Americans and recorded their word associations...."

“He showed the words ‘chocolate cake’ to a group of Americans and recorded their word associations. “Guilt” was the top response. If that strikes you as unexceptional, consider the response of French eaters to the same prompt: ‘celebration.’”

- UC Berkeley’s Michael Pollan, In Defense of Food: An Eater’s Manifesto (via darkryemag)