Jump to ContentJump to Main Navigation
NeurogastronomyHow the Brain Creates Flavor and Why It Matters$
Users without a subscription are not able to see the full content.

Gordon Shepherd

Print publication date: 2013

Print ISBN-13: 9780231159111

Published to Columbia Scholarship Online: November 2015

DOI: 10.7312/columbia/9780231159111.001.0001

Show Summary Details
Page of

PRINTED FROM COLUMBIA SCHOLARSHIP ONLINE (www.columbia.universitypressscholarship.com). (c) Copyright University of Minnesota Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in CUPSO for personal use.date: 21 June 2021

Seeing and Flavor

Seeing and Flavor

Chapter:
(p.135) Chapter Fifteen Seeing and Flavor
Source:
Neurogastronomy
Author(s):

Gordon M. Shepherd

Publisher:
Columbia University Press
DOI:10.7312/columbia/9780231159111.003.0016

This chapter discusses the influence of sight on the flavor of food. Although sight is not a property of the food once it is in our mouths, it is part of the multisensory sensation of flavor that the food produces. This is important, both for understanding the flavors of the food we eat and for understanding how advertisers manipulate the visual impact of food and drink to influence how much we like them. The most important visual property is color, which has a particularly strong influence on flavor. Dramatic examples of the effect of color on flavor have come from studies of wine tasting. In a classic test of red and white wines, researchers demonstrated that white wines falsely colored red were mistaken by wine tasters for red wines.

Keywords:   flavor, taste, sight, vision, visual pathway, smell, color, wine, sensory systems

Columbia Scholarship Online requires a subscription or purchase to access the full text of books within the service. Public users can however freely search the site and view the abstracts and keywords for each book and chapter.

Please, subscribe or login to access full text content.

If you think you should have access to this title, please contact your librarian.

To troubleshoot, please check our FAQs, and if you can't find the answer there, please contact us .