Visual recognition, reads the study, is " an automatic psychological process occurring rapidly and intuitively with little or no apparent conscious deliberation."
And this is something I think that the food marketers are sort of intuitively picked up on showing those pictures, you know, oozing cheese, coming out of a burger, say, or a slice of pizza or lasagne.
And yet they need to locate some kind of explanation nevertheless and so they quickly and intuitively settle on the one that almost always feels most compelling to them: that they have done something wrong.
And it's worse still because it's not really, if we're careful and think about it, it's not really as though we have two different cases and intuitively we want to give different answers to those two different cases.