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NeurogastronomyHow the Brain Creates Flavor and Why It Matters$
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Gordon Shepherd

Print publication date: 2013

Print ISBN-13: 9780231159111

Published to Columbia Scholarship Online: November 2015

DOI: 10.7312/columbia/9780231159111.001.0001

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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: 19 September 2021

Seeing and Flavor

Seeing and Flavor

(p.135) Chapter Fifteen Seeing and Flavor

Gordon M. Shepherd

Columbia University Press

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

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