er, probably.

Well, this might surprise you but did you know according to Psychology Today that smelling coffee can increase your attention and memory? That's right. They did a little study where they just gave people the smell of coffee and it gave them some of the mental benefits of actually drinking coffee. And then they made this mistake. They called it the placebo effect. No, that's not the placebo effect. That's hypnosis.

Now I'm just sort of recreationally playing with this but the placebo effect as I understand it is if they give you a fake medication and you don't know it's fake but because you expect it might work, there's something about your expectation that makes it work. Whereas I think what's happening with the coffee test is that because real coffee gives you real mental benefits, being triggered by the smell of coffee makes you remember and associate those mental benefits and puts you back into that state. That would be closer to hypnosis.

So hypnosis is where you pair two things so that the quality of one thing kind of slops over into the other. The reason that beer companies used to do commercials with attractive young people was people would like looking at the young people, especially the women, and they'd feel good and then when they saw that