B, P, S Factors on Gustatory Perception

Attention and Perception

The role of attention (sustained, divided, selective) in making sense of the world around us.

Perception in Sensory Information

The role of perception in the processing and interpretation of sensory information, as demonstrated through top-down and bottom-up processing.

Biological Factors

Internal genetic and/or physiologically based factors influencing gustatory perception.

Psychological Factors

Internal factors pertaining to an individual's mental processes, including cognition, affect, thoughts, beliefs and attitudes.

Social Factors

Factors related to culture, values, and learned preferences influencing gustatory perception.

Gustatory Perception

Becoming consciously aware of flavour.

Basic Flavours

The five basic flavors: salty, sweet, sour, bitter, and umami.

Gustatory biological factors

Age and genetics

Impact of Age on Gustatory Perception

A decline in the number of taste buds, decreased sensitivity, poorer chewing, and decline in other senses.

Impact of Genetics on Gustatory Perception

Genes determining sensitivity to certain flavors; supertasters, medium-tasters, and non-tasters.

Psychological Factors on Gustatory Perception

Perceptual set, appearance, and packaging.

Perceptual Set

A predisposition to perceive certain features of sensory stimuli and ignore other features that are deemed irrelevant, built and guided by our pre-existing schemas

Appearance of Food

The primary gustatory cortex integrates information from the primary visual cortex.

Appearance of Food can

Can contribute to expectations of taste and perception of flavour.

Colour Effect on Flavour

If a food’s colour does not match our expectations, we may taste something wrong with it, even if this is not the case.

Shape Effect on Flavour

Round shapes tend to be associated with sweet flavors, Angular and cornered shapes are associated with more bitter and savory flavors.

Food Packaging

Brand names, brand logos, and images can all influence the way we perceive the flavour of food.

Brand Familiarity

Our familiarity with a brand and its associations may cause us to judge flavour in certain ways.

Culture

Foods we have grown up with influence what we decide tastes good or ‘normal’.

Values impact our taste perception

If we are taught the value of health and nutrition we are more likely to like the taste of vegetables compared to others