Multisensory Flavor Perception

From Fundamental Neuroscience Through to the Marketplace

1st Edition - April 13, 2016
Editors: Betina Piqueras-Fiszman, Charles Spence
Language: English
Hardback ISBN:
9 7 8 - 0 - 0 8 - 1 0 0 3 5 0 - 3
eBook ISBN:
9 7 8 - 0 - 0 8 - 1 0 0 3 5 1 - 0

Multisensory Flavor Perception: From Fundamental Neuroscience Through to the Marketplace provides state-of-the-art coverage of the latest insights from the rapidly-e… Read more

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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.

List of contributors
Foreword
- References
Woodhead Publishing Series in Food Science, Technology and Nutrition
1. Introduction
- Abstract
- 1 The senses and multisensory integration
- 2 Expectations
- 3 On the hedonics and memorability of flavor
- 4 Living in different taste worlds
- 5 A closer look into our brain and bodily reactions
- 6 The impact of the senses in context: from the supermarket to disposal
- References
2. Attention and Flavor Binding
- Abstract
- 1 Introduction
- 2 Flavor binding
- 3 How might flavor binding occur?
- 4 Conclusions
- References
3. Oral Referral
- Abstract
- 1 Introduction
- 2 Conceptual background
- 3 Oral referral
- 4 Conclusions
- References
4. Oral-Somatosensory Contributions to Flavor Perception and the Appreciation of Food and Drink
- Abstract
- 1 Introduction
- 2 Multisensory flavor perception
- 3 Oral-somatosensation
- 4 Oral-somatosensation: Neural substrates
- 5 The role of oral-somatosensation in determining our food likes/dislikes
- 6 The role of oral-somatosensation in expected and experienced satiety
- 7 On the contribution of somatosensory stimulation outside the mouth
- 8 Conclusions
- References
5. Sound: The Forgotten Flavor Sense
- Abstract
- 1 Introduction
- 2 The sounds of food and beverage preparation
- 3 The sounds of packaging
- 4 The sound of food and drink and our interaction with them
- 5 Background noise
- 6 Background music
- 7 Sonic seasoning
- 8 Conclusions
- References
6. Food Color and Its Impact on Taste/Flavor Perception
- Abstract
- 1 Introduction
- 2 Psychological effects of food color: setting sensory expectations
- 3 Names, brands, and colors
- 4 Psychological effects on food color on behavior
- 5 Marketing color
- 6 Individual differences in the psychological effects of color
- 7 Conclusions
- References
7. Multisensory Flavor Priming
- Abstract
- 1 Introduction
- 2 A taxonomy of primes
- 3 Odor and flavor priming
- 4 Bottom-up and top-down priming
- 5 A suggestion for a conceptual framework for situated (flavor) perception and behavior
- 6 Conclusions
- Acknowledgments
- Appendix
- References
8. Flavor Liking
- Abstract
- 1 Development of liking
- 2 Evaluative conditioning
- 3 Models of evaluative learning
- 4 Mechanisms of binding of odors and tastes
- 5 Conclusions: The adaptive significance of flavors
- References
9. Flavor Memory
- Abstract
- 1 Introduction
- 2 Different forms of memory
- 3 Flavor learning and memory over lifetime
- 4 Influence of flavor memory on eating behavior
- 5 How should real-world flavor memory be studied?
- 6 Conclusions
- References
10. Individual Differences in Multisensory Flavor Perception
- Abstract
- 1 Introduction
- 2 Overview of genetics and molecular biology
- 3 Tactile and chemesthetic percepts
- 4 Odor
- 5 Taste
- 6 Functional outcome: food intake
- 7 Conclusions and future directions
- Acknowledgments
- References
11. Pleasure of Food in the Brain
- Abstract
- 1 Introduction
- 2 Brain principles of eating
- 3 Computational processing related to eating
- 4 Reward processing in the brain
- 5 Perspectives/challenges
- References
12. The Neuroscience of Flavor
- Abstract
- 1 Introduction
- 2 Flavor expectations and flavor experiences
- 3 Neural circuits underlying multisensory flavor perception
- 4 Branding and pricing
- 5 Conclusions
- References
13. Responses of the Autonomic Nervous System to Flavors
- Abstract
- 1 The problem
- 2 The central and autonomic nervous systems
- 3 Emotions and specificity of responses
- 4 Measures of autonomic nervous system activity
- 5 Patterns of ANS activity
- 6 Concluding remarks
- References
14. Assessing the Influence of the Drinking Receptacle on the Perception of the Contents
- Abstract
- 1 The shape of the receptacle
- 2 Sensation transference
- 3 Drinking vessels and consumption behavior
- 4 Implications for marketing practice
- 5 Future research directions and conclusions
- References
15. The Roles of the Senses in Different Stages of Consumers’ Interactions With Food Products
- Abstract
- 1 Introduction
- 2 Research approaches to the study of dynamic experiences
- 3 Findings concerning the role of sensory perception in different interactions with food products
- 4 Conclusions
- References
16. Sensory Branding: Using Brand, Pack, and Product Sensory Characteristics to Deliver a Compelling Brand Message
- Abstract
- 1 Taking a multisensory approach to branding
- 2 A quick word about mental constructions
- 3 Sensory characteristics
- 4 Pleasantness and reward
- 5 Conceptual associations
- 6 Linking conceptualization to reward
- 7 The fundamental nature of brands
- 8 Extending sensory branding to pack and product
- 9 “The Matrix”
- 10 Sensory signatures
- 11 Consonance and “fit-to-brand”
- 12 Conclusion
- References
Index

Betina Piqueras-Fiszman

Prof. Betina Piqueras-Fiszman is Assistant Professor in the Marketing and Consumer Behaviour group at Wageningen University. Previously she worked as a Postdoctoral Researcher at the University of Oxford. She specializes in food sensory science and consumer behavior. Her research focuses on the exploration of new ways to understand food perception, preferences, and motivations. She currently coordinates and teaches courses around these topics at Wageningen University and participates in related courses in other universities. She is currently working in several research projects in the interface between food technology, human nutrition, and consumer behavior to promote more pleasant and healthier eating experiences and undertaking a wide range of collaborations with multinational companies.

Affiliations and expertise

Assistant Professor, Marketing and Consumer Behaviour group, Wageningen University, Netherlands

Charles Spence

Prof. Charles Spence is an experimental psychologist at the University of Oxford. He is the director of the Future of Food Research group as well as being the head of the Crossmodal Research group which specializes in the research about the integration of information across different sensory modalities. He also teaches Experimental Psychology to undergraduates at Somerville College. He is currently a consultant for a number of multinational companies advising on various aspects of multisensory design. He has also conducted research on human-computer interaction issues on the Crew Work Station on the European Space Shuttle, and currently works on problems associated with the design of foods that maximally stimulate the senses, and with the effect of the indoor environment on mood, well-being, and performance. Charles has published more than 200 articles in top-flight scientific journals over the last decade. He has been awarded the 10th Experimental Psychology Society Prize, the British Psychology Society: Cognitive Section Award, the Paul Bertelson Award, recognizing him as the young European Cognitive Psychologist of the Year, and, most recently, the prestigious Friedrich Wilhelm Bessel Research Award from the Alexander von Humboldt Foundation in Germany.

Affiliations and expertise

Professor, University of Oxford, UK

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