Beth Kimmerle, a sensory science expert and founder of Attribute Analytics, dives into the fascinating mechanics of taste. She discusses how personal preferences can shift due to genetics and social influences, revealing why some flavors become favorites over time. On the sports side, Aaron C.T. Smith, a professor at Newcastle Business School, explores the psychological drivers behind intense fandom, comparing it to religion. He explains how tribal bonds and neurochemical reactions forge lasting loyalties, making victories and losses feel deeply personal.
