How much do our perceptions change our taste

Naturally you would assume that an orange tastes like and orange and an apple of an apple, but exactly what makes us associate these tastes with these objects?  In a recent study done by psychologist a bunch of individuals were told they were trying strawberry yogurt. However, during the process of the yogurt distribution, the contestants site was obstructed and they were given chocolate instead.

During this study 19 of the 32 contestants said they loved the strawberry and one went as far as asking for the brand name so she could switch. Simply because these individuals saw a strawberry logo and were told the yogurt would be that certain flavor their perception changed. Their mind led them to believe the flavor that had been hardwired into their brains to take over the dominant one at the time. SO, why does this matter? It shows us that our perception of how we want something to be or anticipate it to be can be led on enough so that it can change the taste. With all of this applied it opens a new door for the consumer with the challenge being challenge the status quo because your perception might not always be dead on.