Oranges possess a special cachet in the American dream. Growing up in the baby-boomer era meant that you heard—“breakfast without orange juice is like a day without sunshine”—thousands of times while watching rerun episodes of Leave it to Beaver and The Flintstones.
As my breakfast chore, I would dutifully mix three cans of tap water with one can of “fresh” frozen concentrated orange juice. Voilà, we had our morning OJ, just like Anita Bryant’s cheery TV family. Little did I know that the 3-to-1 formula was patented—to quench a mass-produced taste for sweet orange flavor.
As a youngster, I was also oblivious to the barrage of cognitive priming—in the form of TV ads, radio jingles, point-of-purchase placards, etc.—that would stimulate my desire to eat oranges and drink their juice to this day. Memory traces of orange flavor are encoded in my brain.
How does the flavor of an orange leave its memories lodged somewhere in the hippocampus region of the brain for later retrieval? Behind the scenes, intellectual property rights have long shaped—and marketers have long exploited—our innate, neuropsychological demand for foodstuffs. Continue Reading How Intellectual Property Rights Shape Neuropsychological Demand for Orange Flavors