For many Americans, celebrating Valentine's Day on Monday would not have been complete without chocolate.
Some taste tests may have proven it's not the price of the chocolate that makes the gift so sweet. Some claim that regardless of brand of chocolate, the taste of the confections are the same.
Students at The Cooper Union for the Advancement of Science and Art in New York City tested different brands of chocolate. They found that high-end Godiva chocolates are chemically the same as cheaper brands like Hershey. The only difference was in the price.
But some chocolatiers don't accept the results. Experts say it comes down to personal preference.
"There wasn't any clear trend between particular signal that we detected, and for example, it's price," said Ruben Savizky, assistant professor in the the Cooper Union chemistry department.
Even though chocolates may all taste the same, experts say when in doubt -- pay the higher price.