This salad is in keeping with Mr. Mattos's general philosophy that food should be something you feel good about eating.

WSJ: Ignacio Mattos's Asparagus Salad With Grated Horseradish | Slow Food Fast

Mr Baker believes that in this climate the move to healthier options could work in McDonald's favour by making people feel that they are eating food that is good for them.

BBC: McDonald's tries for healthier image

Manufacturers of the most successful non-food products helped consumers to look and feel good, while accommodating their tight budgets.

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Not surprisingly, getting a deal ups the feel-good quotient of as many as 80.7% of Americans, with food as the item of choice for men.

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Now, researchers have found that eating chocolate, the number one food craved by American women, causes the brain to release endorphins, chemicals that make us feel good.

CNN: Researchers say chocolate triggers feel-good chemicals

Could women who take HRT feel so good about themselves they drink more, they enjoy themselves more, they even smoke more, eat more unhealthy food, couldn't that be giving them the cancer?

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