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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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Decisions and the Neuroeconomics of Flavor and Nutrition

Decisions and the Neuroeconomics of Flavor and Nutrition

(p.192) Chapter Twenty-Two Decisions and the Neuroeconomics of Flavor and Nutrition

Gordon M. Shepherd

Columbia University Press

The most important ultimate function of the human brain flavor system is making the right choices in consuming healthy or unhealthy food. The key to making these choices lies in the decision-making mechanisms of our brains. Interest in these mechanisms has merged with the interests of economists, who for many years have realized that people make economic choices that are based on their value judgments about what they like. This chapter introduces the new field of neuroeconomics, a result of the merging of interests of neuroscientists and economists. As applied to the brain, it seeks to explore how the flavor system makes decisions that lead us to eat healthy or unhealthy foods.

Keywords:   neuroeconomics, human brain flavor system, healthy food, unhealthy food, eating, food choices

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