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WATCH: Paul Rozin Compares Ferran Adria to Mozart, Bashes Desserts

Chefs, take note: in this video from the MAD Symposium, psychology professor Paul Rozin speaks about the components that make a meal memorable — and, among other things, it’s not dessert. Citing his experience at eating at Ferran Adria’s el Bulli, as well as a huge body of academic research in psychology, Rozin theorizes that, much like music, a good meal is memorable when it’s structured with a powerful beginning and ending. That ending, however, doesn’t necessarily include a dessert, because (as he proved with an informal audience poll) no one really remembers eating desserts, anyways. “In music, you end with a bang; in meals, we do not,” he observed.

[MAD]

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