Neuroscientist Rachel Herz argues the sense of smell is profoundly undervalued. Its loss warrants massive compensation because the brain regions for smell, emotion, and memory are intertwined. Losing smell can lead to severe depression and a disconnected sense of self, making it far more debilitating than commonly believed.

Humans evolved to have different "drugs of choice" as a survival mechanism. If everyone sought the same rewards, groups would quickly deplete a single resource. This once-adaptive trait now makes us vulnerable to a wide array of modern, hyper-stimulating temptations.

While not always a conscious beacon of attraction, disliking a partner's natural scent can create an insurmountable barrier to physical intimacy. This issue often emerges in marital counseling as a key reason for relationship breakdowns, highlighting smell's powerful, subconscious role in human connection.

Shopping decisions are often a battle between brain systems. The primal limbic system, governing emotion, reacts instantly to sensory cues like a sugary display. This happens long before the rational cerebral cortex can process thoughts like 'budget' or 'health,' explaining why willpower often fails against our own biology in the aisles.

Many Europeans dismiss American cheese as processed Velveeta, unaware of the thriving artisan scene. This snobbery is based on ignorance, as American cheesemakers are now winning global awards and challenging long-held stereotypes with world-class, raw-milk products.

The 'butterflies' in your stomach are not just a metaphor; they are signals from an ancient G-force accelerometer in the gut. This system activates during moments of physical instability, like a fall, and emotional vulnerability, like falling in love, serving as a primal alarm for both.

Contrary to the narrative of decline, overall U.S. dairy consumption per capita is at its highest level in 40 years. While fluid milk consumption has dropped, this is more than offset by the booming popularity of value-added products like cheese, Greek yogurt, and cottage cheese.

In a study, a faint chocolate smell was pumped into a store. While none of the 105 shoppers interviewed afterward consciously noticed the scent, the featured chocolate brand's share jumped by 41%. This demonstrates that subconscious sensory cues can bypass rational thought and directly influence purchasing decisions.

The "Got Milk?" campaign illustrates how to build a powerful brand for an undifferentiated commodity. By focusing on the emotional, everyday experiences associated with the product, it created cultural relevance and affective importance, effectively raising the profile of the entire milk category rather than a single company.