How do you interpret content when the visitors themselves are the content? Take eating, for example: we treat this as a set of obviously conscious activities: cooking, shopping dieting, going out, etc. But behavioral researchers are discovering that how, why, when, and what we eat are strongly influenced by a myriad of subconscious factors. The Indiana State Museum partnered with the Science Museum of Minnesota and the Cornell University Food and Brand Lab to design and produce a national traveling exhibit and related programs entitled The Hidden Psychology of Eating. The exhibit reveals the often-hidden environmental, biological, social, and psychological influences on this most common and critical activity.