How food tastes is not just determined by its ingredients. At a research kitchen in London, a psychology professor and a top chef are trying to see how big a role perception plays in flavor.

The promotional video for Kitchen Theory, a combined London restaurant and food lab, sounds like a game show. And it is. Call it the spoon game.

Four spoons. Four colored flavor balls. Oxford University psychology professor Charles Spence makes you pick which color you think will provide which taste.