Psychologists call it “conditioning.” Pair two items time and time again and it won’t be long before you think they’re one and the same thing. For centuries, “Umami” was a word that meant flavorful and glutamate was an amino acid. Now, because consumers are catching on to the fact that monosodium glutamate can be toxic, Ajinomoto is putting millions of dollars into transforming umami into a synonym for monosodium glutamate. And if they have their way, the brain will have umami receptors instead of glutamate receptors.
Back in the old days when cigarette advertising was allowed, Big Tobacco specialized in a type of manipulation called the “association principle.” Show smokers engaged in fun, wholesome, pleasurable activities again and again and soon you’ll equate lighting up with romance, outdoor fun, and family milestones.
It’s that kind of thing that the Glutes are doing to you – to all of us. Over and over again you see “monosodium glutamate” and “umami” and “taste good” in the same paragraph or even the same sentence. And you see celebrity chefs eulogizing the virtues of umami.
While psychologists call this “conditioning,” interrogation specialists call it “brainwashing.”
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