Multisensory Flavor Perception

Description

Multisensory Flavor Perception: From Fundamental Neuroscience Through to the Marketplace provides state-of-the-art coverage of the latest insights from the rapidly-expanding world of multisensory flavor research. The book highlights the various types of crossmodal interactions, such as sound and taste, and vision and taste, showing their impact on sensory and hedonic perception, along with their consumption in the context of food and drink.

The chapters in this edited volume review the existing literature, also explaining the underlying neural and psychological mechanisms which lead to crossmodal perception of flavor. The book brings together research which has not been presented before, making it the first book in the market to cover the literature of multisensory flavor perception by incorporating the latest in psychophysics and neuroscience.

Authored by top academics and world leaders in the field
Takes readers on a journey from the neurological underpinnings of multisensory flavor perception, then presenting insights that can be used by food companies to create better flavor sensations for consumers
Offers a wide perspective on multisensory flavor perception, an area of rapidly expanding knowledge

Front Cover 2
Multisensory Flavor Perception 5
Copyright Page 6
Contents 7
List of contributors 11
Foreword 13
Woodhead Publishing Series in Food Science, Technology and Nutrition 17
1 Introduction 35
- 1 The senses and multisensory integration 35
- 2 Expectations 38
- 3 On the hedonics and memorability of flavor 39
- 5 A closer look into our brain and bodily reactions 40
- 4 Living in different taste worlds 40
- 6 The impact of the senses in context: from the supermarket to disposal 41
- References 42

Front Cover 2
Multisensory Flavor Perception 5
Copyright Page 6
Contents 7
List of contributors 11
Foreword 13
Woodhead Publishing Series in Food Science, Technology and Nutrition 17
1 Introduction 35
- 1 The senses and multisensory integration 35
- 2 Expectations 38
- 3 On the hedonics and memorability of flavor 39
- 5 A closer look into our brain and bodily reactions 40
- 4 Living in different taste worlds 40
- 6 The impact of the senses in context: from the supermarket to disposal 41
- References 42
2 Attention and Flavor Binding 49
- 1 Introduction 49
- 2 Flavor binding 50
  - 2.1 Retronasal olfaction, taste, and oral somatosensation 50
    - 2.1.1 The modality/content dissociation in retronasal olfaction 50
    - 2.1.2 Interactions between the senses 52
    - 2.1.3 Perceived location 53
    - 2.1.4 Temporal properties 54
    - 2.1.5 Capacity to perceive parts and wholes 54
  - 2.2 The broader perspective 55
  - 2.3 Discussion 56
- 3 How might flavor binding occur? 56
  - 3.1 Preattentive accounts of flavor binding 56
  - 3.2 Attentional accounts of flavor binding 58
    - 3.2.1 Attentional capture 58
    - 3.2.2 A common attentional channel 61
  - 3.3 The other senses 63
  - 3.4 Discussion 64
- 4 Conclusions 64
- References 65
3 Oral Referral 71
- 1 Introduction 71
- 2 Conceptual background 71
  - 2.1 Flavor modalities 72
    - 2.1.3 Somesthesis 72
    - 2.1.1 Gustation 72
    - 2.1.2 Olfaction 72
  - 2.2 Pathways and convergence of sensory inputs 74
  - 2.3 Perceptual evidence of multisensory interaction and integration 76
    - 2.3.1 Multisensory interactions 76
    - 2.3.2 Multisensory integration 78
  - 3 Oral referral 78
    - 3.1 Illustrations of oral referral 79
      - 3.1.2 Retronasal odor referral 79
      - 3.1.1 Taste referral 79
    - 3.2 Underlying conditions for oral referral 83
      - 3.2.1 Congruency 83
      - 3.2.2 Temporal and spatial synchrony 84
    - 3.3 The sensory and neural mechanisms 84
  - 4 Conclusions 85
  - References 86
- 4 Oral-Somatosensory Contributions to Flavor Perception and the Appreciation of Food and Drink 93
  - 1 Introduction 93
  - 2 Multisensory flavor perception 94
  - 3 Oral-somatosensation 96
    - 3.1 Mouthfeel 96
    - 3.3 Viscosity and its interaction with taste/odor perception 97
    - 3.2 Oral stereognosis 97
    - 3.4 Oral-somatosensation: Temperature 99
    - 3.5 The sound of texture 99
  - 4 Oral-somatosensation: Neural substrates 101
  - 5 The role of oral-somatosensation in determining our food likes/dislikes 102
  - 6 The role of oral-somatosensation in expected and experienced satiety 103
  - 7 On the contribution of somatosensory stimulation outside the mouth 104
  - 8 Conclusions 106
  - References 107
- 5 Sound: The Forgotten Flavor Sense 115
  - 1 Introduction 115
  - 2 The sounds of food and beverage preparation 116
    - 2.1 Interim summary 118
  - 3 The sounds of packaging 118
  - 4 The sound of food and drink and our interaction with them 119
    - 4.1 The sound of crispness 120
    - 4.2 The sounds of carbonation 122
    - 4.3 Interim summary 122
  - 5 Background noise 123
    - 5.1 Interim summary 127
  - 6 Background music 127
    - 6.1 Interim summary 129
  - 7 Sonic seasoning 130
  - 8 Conclusions 133
  - References 134
- 6 Food Color and Its Impact on Taste/Flavor Perception 141
  - 1 Introduction 141
  - 2 Psychological effects of food color: setting sensory expectations 142
    - 2.1 Flavor identity 142
    - 2.2 Taste/flavor intensity 144
    - 2.3 Interim summary 147
  - 3 Names, brands, and colors 149
  - 4 Psychological effects on food color on behavior 150
    - 4.1 On the impact of color variety 151
    - 4.2 Off coloring in food 151
    - 4.3 Artificial/natural 152
  - 5 Marketing color 153
  - 6 Individual differences in the psychological effects of color 153
    - 6.1 Cross-cultural differences 154
    - 6.3 Expertise 155
    - 6.2 Developmental differences 155
    - 6.4 Genetic differences 156
  - 7 Conclusions 158
  - References 159
- 7 Multisensory Flavor Priming 167
  - 1 Introduction 167
    - 1.1 Multisensory 168
    - 1.2 Flavor 169
    - 1.3 Priming 171
  - 2 A taxonomy of primes 174
  - 3 Odor and flavor priming 177
    - 3.1 Flavor in applied contexts 178
  - 4 Bottom-up and top-down priming 179
    - 4.1 A situated and embodied approach 180
  - 5 A suggestion for a conceptual framework for situated (flavor) perception and behavior 181
  - 6 Conclusions 182
  - Acknowledgments 183
  - Appendix 183
  - References 185
- 8 Flavor Liking 189
  - 1 Development of liking 189
  - 2 Evaluative conditioning 191
  - 3 Models of evaluative learning 194
  - 4 Mechanisms of binding of odors and tastes 195
  - 5 Conclusions: The adaptive significance of flavors 197
  - References 197
- 9 Flavor Memory 203
  - 1 Introduction 203
  - 2 Different forms of memory 204
  - 3 Flavor learning and memory over lifetime 209
  - 4 Influence of flavor memory on eating behavior 211
  - 5 How should real-world flavor memory be studied? 212
  - 6 Conclusions 214
  - References 214
- 10 Individual Differences in Multisensory Flavor Perception 219
  - 1 Introduction 219
  - 2 Overview of genetics and molecular biology 219
    - 2.1 Chromosomes to proteins 219
    - 2.2 Terminology 220
  - 3 Tactile and chemesthetic percepts 222
    - 3.1 Texture 222
    - 3.2 Chemesthesis 223
  - 4 Odor 224
    - 4.1 Androstenone and boar taint 225
    - 4.2 Cilantro 225
    - 4.3 Other food odors 226
  - 5 Taste 226
    - 5.1 Sweetness 226
    - 5.2 Umami 227
    - 5.3 The fatty acid taste—oleogustus 228
    - 5.4 Bitterness 229
      - 5.4.1 TAS2R38 230
      - 5.4.2 TAS2R16 230
      - 5.4.4 TAS2R19 (formerly TAS2R48) 231
      - 5.4.3 TAS2R3, TAS2R4, TAS2R5 231
    - 5.5 Saltiness 231
    - 5.6 Sourness 232
  - 6 Functional outcome: food intake 232
  - 7 Conclusions and future directions 235
  - Acknowledgments 236
  - References 236
- 11 Pleasure of Food in the Brain 245
  - 1 Introduction 245
  - 2 Brain principles of eating 246
  - 3 Computational processing related to eating 247
    - 3.1 Hunger, homeostasis, and hedonia 249
    - 3.2 Sensory perception of food-related rewards 250
      - 3.2.1 Smell 250
      - 3.2.2 Taste 253
      - 3.2.3 Multisensory convergence of smell and taste in flavor 254
      - 3.2.4 Other sensory alterations of hedonic flavor perception 255
    - 3.3 Perception of quality, intensity, and identity 256
  - 4 Reward processing in the brain 257
    - 4.1 Mapping the hedonic network 258
    - 4.2 Key hedonic areas and the pleasure cycle 259
  - 5 Perspectives/challenges 261
  - References 261
- 12 The Neuroscience of Flavor 269
  - 1 Introduction 269
  - 2 Flavor expectations and flavor experiences 270
  - 3 Neural circuits underlying multisensory flavor perception 271
  - 4 Branding and pricing 275
  - 5 Conclusions 277
  - References 278
- 13 Responses of the Autonomic Nervous System to Flavors 283
  - 2 The central and autonomic nervous systems 283
  - 1 The problem 283
  - 3 Emotions and specificity of responses 285
  - 4 Measures of autonomic nervous system activity 287
  - 5 Patterns of ANS activity 287
    - 5.1 Specificity of ANS activity in food, drinks, and aromas 290
    - 5.2 Temporal dynamics of food-related ANS activity 292
    - 5.3 Other potential applications of ANS measures in consumer research 294
    - 5.4 ANS measurements in the real consumer world 297
  - 6 Concluding remarks 298
  - References 299
- 14 Assessing the Influence of the Drinking Receptacle on the Perception of the Contents 303
  - 1 The shape of the receptacle 304
    - 1.1 Expectations regarding type/flavor of drink 304
    - 1.2 What is the “best” shape for a wine glass? 306
    - 1.3 Mixed evidence regarding the influence of the wine glass 308
    - 1.4 The physical versus psychological influence of the shape of the wine glass 310
  - 2 Sensation transference 311
    - 2.1 On the color of the containers 312
      - 2.1.1 Colored glasses 312
      - 2.1.2 Colored cups and mugs 312
      - 2.1.3 Colored cans 314
    - 2.2 On the texture of the drinking vessel 314
    - 2.3 On the weight of the drinking vessels 318
  - 3 Drinking vessels and consumption behavior 318
  - 4 Implications for marketing practice 321
  - 5 Future research directions and conclusions 322
  - References 324
- 15 The Roles of the Senses in Different Stages of Consumers’ Interactions With Food Products 331
  - 1 Introduction 331
  - 2 Research approaches to the study of dynamic experiences 332
  - 3 Findings concerning the role of sensory perception in different interactions with food products 337
    - 3.1 Stage 1: The packaged product 337
    - 3.2 Stage 2: The unpacked product 338
    - 3.3 Stage 3: After consumption 340
  - 4 Conclusions 341
  - References 343
- 16 Sensory Branding: Using Brand, Pack, and Product Sensory Characteristics to Deliver a Compelling Brand Message 347
  - 1 Taking a multisensory approach to branding 347
  - 2 A quick word about mental constructions 349
  - 3 Sensory characteristics 349
  - 4 Pleasantness and reward 350
  - 5 Conceptual associations 353
  - 6 Linking conceptualization to reward 354
  - 7 The fundamental nature of brands 357
  - 8 Extending sensory branding to pack and product 358
  - 9 “The Matrix” 360
  - 10 Sensory signatures 362
  - 11 Consonance and “fit-to-brand” 363
  - 12 Conclusion 368
  - References 368
- Index 371
- Back Cover 379

From Fundamental Neuroscience Through to the Marketplace

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