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Eating and drinking are among life's most pleasurable activities and among the most multisensory as well. However, cognitive neuroscientists have only recently come to realise that their insights, derived from studies of the multisensory integration of auditory, visual and tactile stimuli, can be extended to help explain flavour perception. This approach is already starting to impact upon the design of foods, drinks and dining experiences in locations as diverse as the supermarket and Michelin-starred restaurants. Psychology and cognitive neuroscience can help create novel flavours, taste sensations and dining experiences that can more effectively stimulate the mind, and not just the mouth, of the consumer.

Type

Journal article

Journal

Psychologist

Publication Date

01/09/2010

Volume

23

Pages

720 - 723