10 One develops a taste for chanting by chanting
Chanting the holy name, which is nectarean and eternal, enthuses one to chant more and more:
The sound of this material world and that of the spiritual world are completely different. The sound of the spiritual world is nectarean and eternal, whereas the sound of the material world is hackneyed and subject to end. The sound of the holy name Hare Krsna Hare Krsna Krsna Krsna Hare Hare Hare Rama Hare Rama Rama Rama Hare Hare everlastingly increases the enthusiasm of the chanter. If one repeats monotonous material words, he will feel exhausted, but if he chants Hare Krsna twenty−four hours a day, he will never feel exhausted; rather, he will feel encouraged to continue chanting more and more.
– Srimad Bhagavatam 3.21.22
The more one chants the names of Krsna, the more he becomes attached to chanting:
Once one has attained the spiritual platform, it is material service that actually becomes disgusting. For example, if one chants Hare Krsna throughout his life, he will not grow tired of the names, but if one chants a material name over and over, he will soon become disgusted. The more one chants the names of Krsna, the more he becomes attached.
– Krsna Consciousness: The Matchless Gift
Although a person in ignorance has no taste for chanting the holy name, if he chants, he will develop a taste for the chanting:
The holy name, character, pastimes and activities of Krsna are all transcendentally sweet like sugar candy. Although the tongue of one afflicted by the jaundice of avidya [ignorance] cannot taste anything sweet, it is wonderful that simply by carefully chanting these sweet names every day, a natural relish awakens within his tongue, and his disease is gradually destroyed at the root. The holy name of Lord Krsna, His quality, pastimes and so forth are all of the nature of absolute truth, beauty and bliss. Naturally they are very sweet, like sugar candy, which appeals to everyone. Nescience, however, is compared to the disease called jaundice, which is caused by bilious secretions. Attacked by jaundice, the tongue of a diseased person cannot palatably relish sugar candy. Rather, a person with jaundice considers something sweet to taste very bitter. Avidya (ignorance) similarly perverts the ability to relish the transcendentally palatable name, quality, form and pastimes of Krsna. Despite this disease, if one with great care and attention takes to Krsna consciousness, chanting the holy name and hearing Krsna's transcendental pastimes, his ignorance will be destroyed and his tongue enabled to taste the sweetness of the transcendental nature of Krsna and His paraphernalia. Such a recovery of spiritual health is possible only by the regular cultivation of Krsna consciousness.
– The Nectar of Instruction Text 7