ome of the most influential conceptualisations may seem counterintuitive. For example, it isn’t obvious that the taste of dark chocolate would engender ‘trustworthiness’, and it would seem counterintuitive to ask consumers about this directly (i.e. ‘How trustworthy does this chocolate taste?’) yet ‘trustworthiness’ is one of the key conceptualisations engendered by the taste of dark chocolate (see below).