To open people’s minds to a new food, you sometimes just have to get them to open their mouths. Research has shown that if people try something enough times, they’ll probably grow to like it. In a wartime survey conducted by a team of food-habits researchers, only 14 percent of the students at a women’s college said they liked evaporated milk. After serving it to the students sixteen times over the course of a month, the researchers asked again. Now 51 percent liked it. As Kurt Lewin put it, “People like what they eat, rather than eat what they like.”
