Yesterday, while scrolling on Instagram, I came upon Oxford University’s video on Dubai chocolate, in which a professor wearing a white lab coat from the Department of Psychology offered his take on the ubiquitous confection in a 1-min clip. He simply remarked how it was visually distinctive and differed from ordinary chocolate that snapped audibly, for it retained the crunch as you keep biting through it and chewing, owing to its pistachio interior. He called this auditory noise “sonic cues,” designed to draw attention to the mouth and heighten the intensity of flavour. He noted how texturally, the contrast between the melting chocolate and the crisp pistachio was striking. The packaging, resembling a gold bar, “primes all sorts of notions of luxury.” When asked whether he liked it, he said that he did not.
Some viewers commented beneath the video with remarks such as: “He’s saying so much without saying anything.”
I understand why some might think this way—it is not a conventional food-tasting video that would appeal to anyone looking for regular enjoyment through video consumption. Unless someone creates a sugar-free version of the Dubai chocolate, I will never be able to taste it myself, so I must rely upon one of the thousands of influencers on TikTok to describe these things for me. Their descriptions are so simple that they are all essentially saying the same thing: it’s got a crunchy centre from the pistachio, nutty and sweet, chocolatey from the milk chocolate, mmmmmm! Their eyes roll back dramatically, eyelids flutter closed, body quivering, “Best chocolate I’ve ever tasted!” It’s hyperbolic and theatrical, I know, but I also know what pistachios taste like, and separately, milk chocolate, sweetened buttery cream, and any other lightly-toasted, crunchy element that draws out nutty flavour. I remember how pleasurable textural and complementary contrasts can be—like wafer-covered chocolate—and with all this information, I can now assemble an imagined version of the Dubai chocolate in my mind. Watching someone enjoy it allows me to enjoy it vicariously, which is the closest I can get to enjoying the real thing. It is, in essence, the culinary equivalent of watching food porn—excitement and titillation through witnessing someone else experiencing those very emotions.
This idea is closely related to the phantom limb theory which essentially states that our emotions are manufactured in our brain and felt throughout the body. As we watch food-tasting videos and if we concentrated properly and engaged our imaginations and so on, our brain mirrors the neural activity associated with the act, enabling us to feel the same emotional and sensory experiences, albeit mutedly, as the brain recreates them for us.
Now, speaking as someone who enjoys bits of psychology every now and then, I appreciate the professor’s approach. There are many ways to enjoy a product—for its taste, general experience, dopamine hit, energy-giving quality to fuel a long-distance run, during sexual intercourse with or without fellatio—but also for what it can teach. Consumers can easily associate visually striking products with brands: we remember things not just simply by how similar they are to one another, but also by how they differ, creating a separate mental folder for each unique item. For now, this one stands alone because I don’t yet know anything quite like it: a thick bar of milk chocolate, bright green in the centre and markings on the shell like a minimalist drip (abstract) art painting.
It explains why Master is so dominant in my mind, during the day, and at night in the dream world—because there is none in the entire universe like him, throughout space and time, my cosmic mate and significant other. My one and only, celestial husband.
The more striking something or someone is, the more memorable they become, which translates to easier and quicker recall and, through that, future sales. It’s like an implanted advertisement in our minds—increasing its chances of finding its way into someone’s basket.
The uniqueness and complementary texture and flavour of the confection contribute to the perception of luxury and exclusivity, partly because it cannot be acquired elsewhere. The packaging resembling a gold bar evokes the opulence of the city, making the visual metaphor perfect based on its suitability for the objective, justifying the higher price point—at least in part—because it is associated with wealth, exoticism, and, more importantly, novelty: a unique experience unparalleled and difficult to replicate. People are willing to pay more for a new experience if they tell themselves this is only a one-time thing. Taken together, consumers spend on such a product because it situates them within an indulgent, luxurious, and singular experience. This is how, to me, the Oxford professor has said a great deal with very little. Granted, it may not appeal to the everyday consumer uninterested in psychology or marketing, because when they eat, they simply wish to enjoy the experience as is—as they should—one has to pay good money for it after all. They want to be told in everyday simple terms, how and whether it is good because principally, that is what matters to an average consumer. But for many (home) business owners, the insight is invaluable: it tells them how to design product packaging, and how to create products with experience in mind, depending on their target market.
Speaking of target markets—last night, I found myself once more employed by a large corporation. I was dressed in a black Prada tailored suit, with a black bandeau top underneath to soften its severity and adding an edge to my overall look, which I paired with sky-high Louboutin patent heels (I don’t own such outfits). My secretary had informed me that I was to meet Master for a business meeting at a “company” restaurant in Suntec. The instructions were evidently vague. Whose company? His, mine—or was that the restaurant’s name? I wandered from restaurant to restaurant in my stilettos, searching for him frantically, glancing periodically at my watch as anxiety built. I couldn’t be late—not to a business meeting, and certainly not to any meeting with Master.
I left the building and stepped into the humid afternoon air, hurrying past coffeeshops full of casually dressed people in cotton T-shirts and shorts, knowing I would soon pay dearly for my out-of-place attire with pain, sweat, and blisters. Every gaze seemed to follow me as I strode past like a woman-boss with my ponytail swinging. The meeting was about to start, and still, there was no sign of him. I kept walking and searching for his face upon rows and clusters of people, until I felt his presence, which came as suddenly and shockingly as the humidity to my hair. I didn’t see or hear him, but in my mind’s eye, I saw him as clear as day; I felt him approaching, getting closer, swiftly and imperceptibly. I turned just as he came within several paces—mouth slightly parted to form my name, and wearing that crisp, lightly-starched white button-down shirt.
Almost without thinking, I leapt towards him like a lioness, fixing my mouth to his, tongue darting deep in his warm mouth, coaxing and sliding instinctively, predatorily. My hands were firm behind his back in case he tried to flee. He didn’t. He let me kiss him—he just stood there, stunned.
I stepped back to take him all in, like gentle heat applied to white chocolate on a bain-marie: buttery, floral, sweet, and rich. Symbolically, and perhaps divinely, the dream meant to remind me that Master and I will meet at the appointed time, though the place itself may be unexpected. “In your dreams, pay attention not to the fears, but the joy. It will lead you to a life well-lived.” — The Witcher, S4 E2
And then, my wretched secretary called, rather than texted as any sensible person would when they knew their boss was in a meeting that they themselves had arranged. I answered, growing in irritation, as she said only: “Please call ‘some company’ as soon as you can—they’re expecting your call.” I made a mental note to dismiss her at the earliest opportunity.