Tea and coffee DOES taste better out of your favourite mug, psychologists have revealed.
Self-confessed coffee fan Dr Tom Stafford says studied show what drinkers have long believed - a "favourite cup" intensifies the sensation of pleasure.
Research shows 65 percent of Brits have a favourite cup or mug they use for their morning cuppa.
And Dr Stafford reckons a person's brain is trained to believe the daily ritualof making coffee or tea should be done in a certain way in order to derive maximum enjoyment.
Comparing making a cuppa to drug addiction, Dr Stafford, of Sheffield University, said: "Drinking tea and coffee is very ritualistic and people become very addictive to the way they want their brew made.
"The taste matters immensely but it is why we come to like the taste which is fascinating.
"All drugs hack the brains learning systems so we are taught to enjoy the hit if administered in a certain way.
"Caffeine is very much a drug of reward and like any addict, people develop passions on how the drug is delivered.
"Where ever there is drug use then rituals will always develop.
"The long association with the delivery of a morning cup of coffee or tea people genuinely think it tastes better out of a particular cup.
"It might be irrational or arbitrary but it's absolutely true. Your daily brew tastes better from your favourite mug.
"I have my favourite coffee cup and coffee generally tastes better from that cup.
"This may just be my brain telling me so but my Black strong filter coffeetastes so much better if I make it and it's in that cup."
