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Dr. Charles Zuker: The Biology of Taste Perception & Sugar Craving
hubermanlab.com
Taste system has a pre-determined identity and valence. But meaning is learned. Olfactory system is only learned and assigned meaning through experience. By association you can change the meaning.
Andrew Huberman • Dr. Charles Zuker: The Biology of Taste Perception & Sugar Craving
If our nose is blocked by a cold or pinching fingers, it’s hard to tell the difference between an apple and a pear. So most of what we experience as flavor is odor, or aroma. Herbs and spices heighten flavor by adding their characteristic aroma molecules.
Harold McGee • On Food and Cooking: The Science and Lore of the Kitchen
It does not stop there, though, for one group of Italian psychologists reported that the size of the object we associate with a specific odour can influence our reaching behaviour too. They found that when we smell something small – think of a clove of garlic or a pistachio nut – then our motor system is automatically primed to pick up a small
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player.fmThe purpose of Cheskin’s charade was to prove that the enjoyment of margarine was determined by our expectations. All the elements of the experience – colour, smell, even the packaging – contributed to our expectations and therefore the taste. Cheskin called this phenomenon “sensation transference”.