1. In proposing that liking can occur without any cognitive activity, Zajonc sug¬

gests that the acquisition of tastes for very hot spices in Mexico (spices that others would dislike intensely) need not involve any rational decision or cog¬

nitive activity but might involve parental reinforcement, social conformity pressures, identification with a group machismo, and so on. Do you agree that no cognitive activity is involved in the development of such tastes?