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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:9780081003503
9 7 8 - 0 - 0 8 - 1 0 0 3 5 0 - 3
eBook ISBN:9780081003510
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.
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
Food scientists, academic researchers studying multimodal responses, sensory and consumer insight managers and scientists, psychologists and psychology students, as well as marketers and marketing managers in food companies.
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
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
No. of pages: 376
Language: English
Edition: 1
Published: April 13, 2016
Imprint: Woodhead Publishing
Hardback ISBN: 9780081003503
eBook ISBN: 9780081003510
BP
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
CS
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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