context shapes everything. Scientists created a mixture of isovaleric and butyric acid, which reek of dirty feet and puke, respectively, then gave it to subjects to sniff. When people were told they were inhaling the perfume of Parmesan cheese, they gave the scent high ratings, on par with something delightful, like fresh cucumber. When they smelled the mixture again and were informed it was the scent of vomit, they were repulsed
