Why do I only drink tomato juice (or even think about drinking tomato juice) when I'm on an airplane?

@JamesSurowiecki It's because of the 90 decibel ambient noise on airplanes affecting the chorda tympani and enhancing umami perception. See @DandoLab and my book Why You Eat What You Eat.

@Rachel_Herz @JamesSurowiecki Plus our friend Pavlov of course. That seatbelt ding when the drinks are coming round ain’t just for safety!