Neurogastronomy: Factors Affecting the Taste Perception of Food

Authors

DOI:

https://doi.org/10.56479/ayed.2022.10261

Keywords:

Neurogastronomy, Sensory perception, Flavor, Taste

Abstract

Neurogastronomy is a new formation that includes many researches to provide a connection between gastronomy and neurology. The existence of biological, emotional and cultural factors as flavor in the brain can be explained as neurogastronomy. The data received with the five senses are collected in the brain and perceived in its relevant parts. Research on what kind of perception is created with the formation of missing sensory data in the brain has been increasing day by day. In addition, by considering the different reflections of sensory data from reality, it is examined how they lead to perceptions in the brain. Plate design is very important in terms of visual presentation. What kind of an effect the presentation types of plate design have on customers and what kind of plate design they prefer is a matter of curiosity for researchers. Every stage of life continues in the light of technological developments. One of these technological developments is virtual reality. With the use of virtual reality in the field of neurogastronomy, it is possible to simulate the senses differently. This situation creates the possibility of causing different perceptions in the brain. In this study, neurogastronomy, the concepts of taste and flavor and the parameters affecting the perception of taste were addressed, the studies on the effect of plate presentation and atmosphere were examined, and information was conveyed by making a comprehensive literature review.

Downloads

Download data is not yet available.

References

Areni, C. S., & Kim, D. (1994). The influence of in-store lighting on consumers' examination of merchandise in a wine store. International Journal of Research in Marketing, 11(2), 117-125. DOI: https://doi.org/10.1016/0167-8116(94)90023-X

Baptista, I. Y. F., Carvalho, F., Efraim, P., de Souza Silveira, P. T., & Behrens, J. (2021). The shape of creaminess: consumers expected and perceived rounded chocolates as creamier than squared. British Food Journal, 124(5), 1697-1711. DOI: https://doi.org/10.1108/BFJ-06-2021-0675

Baral, S. (2015). Neurogastronomy 101: The science of taste perception. Retrieved January 19, 2022, from: https://www.eater.com/2015/10/19/9553471/what-is-neurogastronomy

Berčík, J., Paluchová, J., & Neomániová, K. (2021). Neurogastronomy as a tool for evaluating emotions and visual preferences of selected food served in different ways. Foods, 10(2), 354. DOI: https://doi.org/10.3390/foods10020354

Breslin, P. A. (2013). An evolutionary perspective on food and human taste. Current Biology, 23(9), R409-R418. DOI: https://doi.org/10.1016/j.cub.2013.04.010

Caldwell, C., & Hibbert, S. A. (2002). The influence of music tempo and musical preference on restaurant patrons' behavior. Psychology & Marketing, 19(11), 895-917. DOI: https://doi.org/10.1002/mar.10043

Chen, Y. C., Tsui, P. L., Lee, C. S., & Chen, G. L. (2019). Can plate colour promote appetite and joy while dining? An investigative study in Chinese fine dining restaurants. Asia Pacific Journal of Marketing and Logistics, 32(1), 105-116. DOI: https://doi.org/10.1108/APJML-07-2018-0247

Fried, A. H. (2017). Neurogastronomy, the science of how and what we eat. Retrieved January 19, 2022, from: https://www.huffpost.com/entry/neurogastronomy-the-science-of-how-and-whatwe-eat_b_58c8540fe4b01d0d473bcebd

Garg, N., Wansink, B., & Inman, J. J. (2007). The influence of incidental affect on consumers’ food intake. Journal of Marketing, 71(1), 194-206. DOI: https://doi.org/10.1509/jmkg.71.1.194

Hargreaves, A. (1996). Revisiting voice. Educational Researcher, 25(1), 12-19. DOI: https://doi.org/10.3102/0013189X025001012

Herz, R. S. (2016). Birth of a neurogastronomy nation: The inaugural symposium of the International Society of Neurogastronomy. Chemical Senses, 41(2), 101-103. DOI: https://doi.org/10.1093/chemse/bjv073

Holmes, B. (2017). Flavor: The science of our most neglected sense. NewYork: WW Norton & Company.

Kokaji, N., & Nakatani, M. (2021). With a hint of Sudachi: food plating can facilitate the fondness of food. Frontiers in Psychology, 12, 699218. DOI: https://doi.org/10.3389/fpsyg.2021.699218

Konnikova, M. (2016, February 16). Altered tates. Retrieved December 18, 2021, from: https://newrepublic.com/article/128899/man-will-transform-eat

Kringelbach, M. L. (2015). The pleasure of food: underlying brain mechanisms of eating and other pleasures. Flavour, 4(1), 1-12. DOI: https://doi.org/10.1186/s13411-014-0029-2

Krishna, A. (2016). Algı gerçektir: Beş duyu satın alma davranışlarını nasıl etkiler? İstanbul: Ka Kitap.

Kuran, M. (2014). Kognitivne in kulturne razseznosti nevrogastronomije. Casopis za Kritiko Znanosti, 42(255), 29-39.

Kurgun, H. (2017). Gastronomi trendleri milenyum ve ötesi. Ankara: Detay Publishing.

Lawton, G. (2004) Angelic host. New Scientist, 184, 68–69.

Le Bon, A. M., Datiche, F., Gascuel, J. & Grosmaitre, X. (2017). Olfactory system in mammals: structural and functional anatomy. In: Flavor from food to perception. Ed; A.M. Le Bon et al. Hoboken, USA: Wiley & Blackwell. DOI: https://doi.org/10.1002/9781118929384.ch1

Lee, J., ve Lim, H. (2020). Design matters: Cross-modal correspondences between vision and taste in food advertising. Journal of Marketing Communications, 28(2), 132-151. DOI: https://doi.org/10.1080/13527266.2020.1846071

Michel, C., Velasco, C., Gatti, E., & Spence, C. (2014). A taste of Kandinsky: assessing the influence of the artistic visual presentation of food on the dining experience. Flavour 3(1), 1-11. DOI: https://doi.org/10.1186/2044-7248-3-7

Milliman, R. E. (1986). The influence of background music on the behavior of restaurant patrons. Journal of Consumer Research, 13(2), 286-289. DOI: https://doi.org/10.1086/209068

Mitzman, D. (2014, May 19). Neurogastronomy: Bologna's Smell Festival teaches visitors the science of flavor. Retrieved December 2, 2021, from: https://www.dw.com/en/neurogastronomy-bolognas-smell-festival-teaches-visitors-the-science-of-flavor/a-17646416

Namkung, Y., & Jang, S. S. (2008). Are highly satisfied restaurant customers really different? A quality perception perspective. International Journal of Contemporary Hospitality Management, 20(2), 142-155. DOI: https://doi.org/10.1108/09596110810852131

Nunez-Jaramillo, L., Ramirez-Lugo, L., Bermudez-Rattoni, F. (2007). Taste memory formation: Role of nucleus accumbens. Chemical Senses, 32(1), 93–97. DOI: https://doi.org/10.1093/chemse/bjl023

Pérez-Rodrigo, C., & Aranceta-Bartrina, J. (2021). Role of gastronomy and new technologies in shaping healthy diets. In C. Galanakis (Ed.). Gastronomy and food science (pp. 19-34). Massachusetts USA: Academic Press. DOI: https://doi.org/10.1016/B978-0-12-820057-5.00002-9

Petit, O., Merunka, D., Anton, J. L., Nazarian, B., Spence, C., Cheok, A. D., Oullier, O. (2016). Health and pleasure in consumers' dietary food choices: Individual differences in the brain's value system. PloS one, 11(7), e0156333. DOI: https://doi.org/10.1371/journal.pone.0156333

Piqueras-Fiszman, B., Alcaide, J., Roura, E., & Spence, C. (2012). Is it the plate or is it the food? Assessing the influence of the color (black or white) and shape of the plate on the perception of the food placed on it. Food Quality and Preference, 24(1), 205-208. DOI: https://doi.org/10.1016/j.foodqual.2011.08.011

Reisfelt, H. H., Gabrielsen, G., Aaslyng, M. D., Bjerre, M. S., & MØLler, P. E. R. (2009). Consumer preferences for visually presented meals. Journal of Sensory Studies, 24(2), 182-203. DOI: https://doi.org/10.1111/j.1745-459X.2008.00202.x

Robinson, N. (2015, Oct 6). Duble pub food sales with neurogastronomy? Publican's Morning Advertiser. Retrieved December 1, 2021, from: https://www.morningadvertiser.co.uk/Article/2015/10/06/How-to-trick-diners-brains

Scheibehenne, B., Greifeneder, R., & Todd, P. M. (2010). Can there ever be too many options? A meta-analytic review of choice overload. Journal of Consumer Research, 37(3), 409-425. DOI: https://doi.org/10.1086/651235

Scozs, C., & Lefebvre, S. Spread or stacked? Vertical versus horizontal food presentation, portion size perceptions, and consumption. Journal of Business Research, 75, 249-257. DOI: https://doi.org/10.1016/j.jbusres.2016.07.022

Shepherd, G.M. (2006). Smell images and the flavour system in the human brain. Nature, 444(7117), 316–321. DOI: https://doi.org/10.1038/nature05405

Shepherd, G.M. (2012). Neurogastronomy: How the brain creates flavour and why it matters. New York: Columbia University Press DOI: https://doi.org/10.7312/columbia/9780231159111.001.0001

Sobal, J., & Wansink, B. (2007). Kitchenscapes, tablescapes, platescapes, and foodscapes: Influences of microscale built environments on food intake. Environment and Behavior, 39(1), 124-142. DOI: https://doi.org/10.1177/0013916506295574

Spence, C. (2017). Gastrophysics: The new science of eating. UK: Penguin Random House.

Spence, C., Motoki, K., & Petit, O. (2022). Factors influencing the visual deliciousness/eye-appeal of food. Food Quality and Preference, 101, 104672. DOI: https://doi.org/10.1016/j.foodqual.2022.104672

Stroebele, N., & De Castro, J. M. (2004). Effect of ambience on food intake and food choice. Nutrition, 20(9), 821-838. DOI: https://doi.org/10.1016/j.nut.2004.05.012

Styler, C. (2006). Working the plate: The art of food presentation. New York: John Wiley & Sons.

Summers, T. A., & Hebert, P. R. (2001). Shedding some light on store atmospherics: influence of illumination on consumer behavior. Journal of Business Research, 54(2), 145-150. DOI: https://doi.org/10.1016/S0148-2963(99)00082-X

Tomc, G. (2011): Geni, nevroni in jeziki. Duševnost kot flogiston sodobne kognitivne znanosti? Ljubljana: Fakulteta za družbene vede.

Van Ittersum, K., & Wansink, B. (2012). Plate size and color suggestibility: The Delboeuf illusion’s bias on serving and eating behavior. Journal of Consumer Research, 39(2), 215-228. DOI: https://doi.org/10.1086/662615

Wan Q. J., Geddes J., Meyer R., Waters S., & Zendle D. (2020). A Dash Of Virtual Milk: Altering Product Colour In Virtual Reality. Retrieved December 1, 2021, from: http://www.qianjanicewang.com/projects#/vr-coffee/

Wansink, B., & Van Ittersum, K. (2012). Fast food restaurant lighting and music can reduce calorie intake and increase satisfaction. Psychological Reports, 111(1), 228-232. DOI: https://doi.org/10.2466/01.PR0.111.4.228-232

Yılmaz ve Tuğcu, (2021). Nörogastronomş ve Beslenme. In: Beslenme ve diyetetikte biyopsikosasyal konulara multidisipliner yaklaşım. A. Özenoğlu (Ed.), Konya: Eğitim Yayınevi.

Yılmaz, İ., & Altuntaş, N. (2022). Kokumi tat algısı üzerine bir değerlendirme. Gıda ve Yem Bilimi Teknolojisi Dergisi, 27, 13-19.

Yılmaz, İ., Akay, E., & Er, A. (2021). Nörogastronomi. Aydın Gastronomy, 5 (2), 143-156. DOI: https://doi.org/10.17932/IAU.GASTRONOMY.2017.016/gastronomy_v05i2005

Zellner, D. A., Loss, C. R., Zearfoss, J., & Remolina, S. (2014). It tastes as good as it looks! The effect of food presentation on liking for the flavor of food. Appetite, 77, 31-35. DOI: https://doi.org/10.1016/j.appet.2014.02.009

Zellner, D.A. (2011). Neatness counts. How plating affects liking for the taste of food. Appetite, 57(3), 642-8. DOI: https://doi.org/10.1016/j.appet.2011.08.004

Downloads

Published

2022-10-26

How to Cite

Tokat, P. ., & Yilmaz, I. (2022). Neurogastronomy: Factors Affecting the Taste Perception of Food. International Journal of Gastronomy Research, 2(1), 1–10. https://doi.org/10.56479/ayed.2022.10261

Issue

Section

Review Article

Similar Articles

1 2 > >> 

You may also start an advanced similarity search for this article.