Taste: Your Brain on Food

Oct. 30, 2011
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
Taste: Your Brain on Food
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Taste: Your Brain on Food

Editor's Notes

  1. We use the appearance heuristic in making quick judgments – “if it quacks like a duck….” That often means an image equals the objects. Two things that look alike are thought to share the same properties. A voodoo doll that looks like a person becomes equivalent to that person. Or fudge that looks like feces is as disgusting as feces. We know the laws of sympathetic magic aren’t real, but we still FEEL disgust.Check out Paul Rozin’s article in Cultural Psychology: Essays on Comparative Human Development , edited by Rozin and Nemeroff (1990, Cambridge University Press).Rozin, Millman, Nemeroff (1986) in Journal of Personality and Social Psychology, 50, 703-12 is about the fudge eating experiment. Also “..most students were disinclined to put in their mouth a fake vomit, clearly made of rubber, in comparison to their willingness to put in their mouth a flat rubber sink stopper of about the same size
  2. See Rozin, P.,L. Millman, and C. Nemeroff. 1986. “Operation of the Laws of Sympathetic Magic in Disgust and Other Domains.” Journal of Personality and Social Psychology 50: 703-712.
  3. Note: We replace tastebuds less frequently as we age. A baby’s mouth has more tastebuds than the mouth of an adult.Apple pie photo: Creative Commons. Dan Parsons.
  4. Photo: public domain. Wiki commons
  5. The most complete research on the topic of taste and color I could find on the web is: Does Food Color Influence Taste and Flavor Perception in Humans?Charles Spence & Carmel A. Levitan & Maya U. Shankar & MassimilianoZampiniReceived: 3 September 2009 / Accepted: 8 February 2010 / Published online: 9 March 2010 # 2010 Springer Science+Business Media, LLChttp://www.springerlink.com/content/e63115247k563511/fulltext.pdf. In the actual experiment, the fries were green and the steak blue.Picture: Creative Commons. FotoosvanRobin
  6. Study on color and taste in Journal of Consumer Research, March 2007. “Taste Perception: More than Meets the Tongue.”Philipsen D.H., Consumer age affects response to sensory characteristics of a cherry flavored beverage. Journal of Food Science, 60:364-368, 1995. Notes on yogurt and cake from J. Delwiche, The impact of perceptual interactions on perceived flavor. Food Quality and Preference 15 (2004) 137-46. Available online at www.elsevier.com/locate/foodqual.Orange juice photo: Rick Audet from San Francisco, USA
  7. See DuBose, C.N., Cardello, A.V. & Maller, O. (1980). Effects of colorants and flavorants on identification, perceived flavor intensity, and hedonic quality of fruit-flavored beverages…..Journal of Food Science, 45, 1393-1399.
  8. In another study, subjects tasted coffees from three different colored containers but did not know the coffee in each was identical. 85% labeled the coffee in the red and dark blue containers as rich and full-bodied, while the coffee in the light yellow container was rated as lacking in flavor. Consumers expect coffee packages to be in dark, bold colors, not flowery pastels.7Up story from Arrive, Nov/Dec, 2007, Good Things Come in New Packages,” by Michelle Meyer.
  9. Titanium dioxide is also used in house paint, toothpaste, cosmetics, pills, candies, and tattoo ink.Milk glass, creative commons. Stefan Kühn.
  10. Chocolate pix: By Simon A. Eugster. Creative Commons.
  11. Guacamole in public domain, custard Creative Commons Attribution-Share Alike 3.0 Unported license.
  12. Pringle’s image by Geoff Lane Creative Commons Attribution/Share-Alike License.
  13. Photo by Jon Sullivan. Public domain.Doughnut photo by Muu-karhu. Creative Commons License
  14. Photo: BiswarupGanguly. This file is licensed under the Creative Commons Attribution 3.0 Unported license.
  15. Note on cooling and heating the tongue from Sex, Sleep, Eat, Drink, Dream by Jennifer Ackerman.
  16. Different peppers produce differing degrees of heat. They can actually be measured by something called a Scoville Scale. A mild bell pepper scores a 0 Scoville Heat Units. Poblanos at 1000 to 1500, jalapeno peppers between 2500 and 5000, cayenne at 3,000 to 50,00, and the habanero at 100,000 to 300,000 scoville heat units. Note: black pepper does not have capsaicin – it has piperine. Cayenne pepper and jalapenos do.
  17. Lee, S., Frederick, D., & Ariely, D. 2006. Try it, you’ll like it. The influence of expectation, consumption, and revelation on preferences for beer. Psychological Science, 17:1054-58.
  18. Journal of Consumer Research, August, 2008.Note that in all these studies not all the people were “fooled” all the time.Seltzer water study by Nevid, 1981. Energy bars Wansink, Park, et al, 2000. Low/full fat study Bowen, Tomoyaso,Anderson, et al, 1992. Beer study Allison and Uhl, 1964.“Sensory Suggestiveness and Labeling: Do Soy Labels Bias Taste?” by Brian Wansink and Se-Bum Park. Journal of Sensory Studies 17:7 (November 2002). Also reported in Mindless Eating by Brian Wansink.On the soy taste: This did not happen for all eaters. Expectation of soy for many people is associated as a food for animals not people. Others think of soy as something for vegetarians or “hippies,” These biases influence taste. As soy becomes more “mainstream” as a food, people’s perception of its taste will change. Pouring water picture: Walter J. Pilsak, Waldsassen, Germany. Creative Commons License.
  19. ^ Samuel M. McClure, Jian Li, Damon Tomlin, Kim S. Cypert, Latané M. Montague, and P. Read Montague (2004). "Neural Correlates of Behavioral Preference for Culturally Familiar Drinks" (abstract). Neuron 44 (2): 379–387. doi:10.1016/j.neuron.2004.09.019. PMID 15473974.Brain MRI in Public Domain. NASA.
  20. Perhaps, if the “new Coke” were introduced without an announcement, most existing Coke drinkers would not have noticed since they taste their expectations, while non Coke drinkers might have been won over by the improved taste.
  21. The McDonald’s study involved 63 low-income children ages 3 to 5 from Head Start centers in San Mateo County, Calif. The research, appeared in Archives of Pediatrics & Adolescent Medicine (August, 2007), and was funded by Stanford and the Robert Wood Johnson Foundation.
  22. Baba Shiv, a professor of marketing who co-authored a paper titled “Marketing Actions Can Modulate Neural Representations of Experienced Pleasantness,” published online Jan. 14, 2008 in the Proceedings of the National Academy of Sciences.Wine glass photo by Christina Snyder. Creative Commons Attribution 2.0 Generic License.In another study, Shiv demonstrated that people who paid more for an energy drink (Red Bull), were able to solve more brain teasers than those who paid a discounted price for the same product.
  23. The peanut butter study is described in GergGigerenzer’s book Gut Feelings (Viking-Penguin, 2007 ).Original study in Journal of Consumer Research – dates?
  24. Horsemeat pix: Photograph taken by Richard W.M. Jones and released under the GFDL.Dogmeat pix: Public domain.
  25. 1878 Harper’s Weekly cartoon by Thomas Nast depicting a ghoulish figure dispensing “swill milk” to an unknowing mother and her children. Cows who subsisted on this rotten mixture lost their teeth, developed skin ulcers, running sores, and rotted tails that fell off. Hundreds of infants died each year from drinking cow’s milk that had become spoiled, adulterated, or contaminated with bacteria.
  26. Image from copy in Schorger, 1955
  27. (Source: Clive Ponting's 'A Green History of the World', Penguin Books, 1992. Also John Audubon’s Birds of America, Volume V)
  28. (Source for chicken consumption figures: The Warmest Room in the House)For more information on the history of changing tastes in meat, see Putting Meat on the American Table by Roger Horowitz (2006, Johns Hopkins University Press)Chicken coop picture: Public Domain.
  29. Coffee beans creative commons license. Photo by Sage Ross.
  30. Other research suggests there are other receptors for fatty acids and some metals. There are still others who believe that the entire concept of basic tastes is flawed and feel that the evidence supporting this idea is based more upon language limitations than on perceptual or physiological ones. For a more extensive treatment of the existence of basic tastes, you might want to take a look at: Delwiche, J. F. (1996). Are there 'basic' tastes? Trends in Food Science and Technology, Vol. 7, pp. 411-415.
  31. On umami in breast milk see: Agostini C, Carratu B, Riva E, Sanzini E (August 2000). "Free amino acid content in standard infant formulas: comparison with human milk". Journal of American College of Nutrition 19 (4): 434–438. PMID 10963461.
  32. Pix: Creative Commons. This is the creation of Tomomarusan
  33. © Copyright Hugh Venables and licensed for reuse under this Creative Commons Licence.
  34. For more on corn sweeteners versus sugar see “Dark Sugar: The “Decline and Fall of High-Fructose Corn Syrup,” from Slate, 4/28/2009.“Some flavor experts are skeptical since high-fructose corn syrup is calibrated to mimic the taste of cane syrup sucrose back in 1980s when it became the standard soft drink sweetener. A 1996 study found that fructose, glucose, and sucrose were indistinguishable as long as doses were matched for sweetness intensity. Other research suggests that the taste of fructose has a quicker onset while the taste of glucose builds slowly and tends to linger.”Despite the enthusiasm for sugar-sweetened Coke and all-natural iced tea, informal taste tests have yielded ambiguous results. In a street survey conducted by the Toronto Star, most passers-by preferred regular Coke to the Passover version; several folks described the latter as tasting like aspartame. A similar confusion beset the Snapple testers at Fast Company: One described the HFCS version as tasting "more natural" while another dismissed the all-natural version for its "chemical taste.”
  35. *The bonds between the sodium and the chloride in table salt are weak and do not stay bound when dissolved in water. So you don’t really have table salt in your body at all – you have sodium and chlorine floating around. If you could “re-assemble” the sodium and chlorine, the total would be about seven tablespoons.
  36. Image of papillae in public domain.
  37. See original study: The JournalofNeuroscience, December 6, 2006, 26(49):12664-12671; doi:10.1523/JNEUROSCI.3459-06.2006
  38. "If people never or rarely taste fresh raspberries, then they begin to accept the artificial flavor, because that is what they've been exposed to," said Barbara Klein, professor in the department of food science and human nutrition at the University of Illinois at Urbana-Champaign. "When given a choice between fresh and artificial raspberry flavor, I suspect they might choose the artificial if it is more intense. There is an expectation of that intensity."