Taste and olfaction elicit conscious feelings by direct connection with the neural circuits of emotions that affects physiological responses in the body (e.g., heart rate and skin conductance). While sensory attributes are strong determinants of food liking, other factors such as emotional reactions to foods may be better predictors of consumer choices even for products that are equally-liked. Thus, important insights can be gained for understanding the full spectrum of emotional reactions to foods that inform the activities of product developers and marketers, eating psychologist and nutritionists, and policy makers. Today, self-reported questionnaires and physiological measures are the most common tools applied to study variations in emotional perception. The present review discusses these methodological approaches, underlining their different strengths and weaknesses. We also discuss a small, emerging literature suggesting that individual differences and genetic variations in taste and smell perception, like the genetic ability to perceive the bitter compound PROP, may also play a role in emotional reactions to aromas and foods.

Flavor and taste attributes of fruits varied by different preservatives treatments. Changes in sugars, organic acids, amino acids as well as volatiles of strawberries treated with 1-methylcyclopropene (1-MCP) and/or chlorine dioxide (ClO2) were evaluated during storage period in this study. Our results revealed that the decreases of tartaric acid, malic acid, citric acid, titratable acidity (TA), sucrose and soluble sugar contents were significantly inhibited by 1-MCP + ClO2. The fructose and glucose contents of all groups remained stable and slightly increased at the last period of 10 days. However, different treatments had no influence on content of succinic acid. Moreover, the highest sweet taste (77.37 mg 100 g-1 fresh weight) and lowest bitter taste (3.44 mg 100 g-1 fresh weight) free amino acids (FAA) were observed in the strawberries treated by 1-MCP combined with ClO2 treatment as compared to other treatments and control. (E)-2-hexenal was the most abundant volatile and showed a significant increase trend during strawberry storage. More interestingly, ethyl butyrate, fruit-like aroma, could be recovered in content by 1-MCP, ClO2 alone and their combination treatment. Compared with other treatments, the significant different flavor in ClO2 treatment was identified by principle component analysis. In addition, methyl hexanoate and 4-methoxy-2,5-dimethylfuran-3(2H)-one (DMMF) were the major factors that affected the volatile organic compounds (VOCs) of strawberries through the whole storage. Taken together, 1-MCP coupled with ClO2 could be a complex preservative to maintain strawberries quality by regulating the flavor and taste attributes.

The increased consumption of tobacco products in recent years has been linked, among other factors, to the presence of added flavors. Although flavors are important in explaining consumption, their effects in the brain have until now been unexplored. In the present study, we investigated how electrophysiology can serve to dissociate the effects of nicotine and flavor. Participants attended 4 sessions (2-by-2 factorial design, with flavor and nicotine as within-subject factors), in each session an oddball task was performed before and after smokeless tobacco consumption. We explored the dissociation of neural responses to flavor and nicotine. While event-related potentials did not show modulation due to flavors, time-frequency showed a flavor-nicotine dissociation. Low-frequency activity (delta, theta and alpha) showed only effects of nicotine, and high-frequency activity (beta1, beta2 and gamma) showed effects only susceptible to flavor. Flavors in smokeless tobacco not only made the product more desirable but also triggered the allocation of cognitive resources. This long-lasting effect of flavor may enhance the addictive potential of the tobacco product. Further research is being developed to determine the precise role of flavors in contributing to addiction. This is the first study investigating the neural effects of flavor (specifically wintergreen) in smokeless tobacco products. By understanding the effects of flavors in the brain we can explain the precipitants of tobacco consumption behaviors, and the addictive potential of flavors. Regulators will be able to determine if and in which amount flavors should be allowed in tobacco products.

Freshness perception has received recent consideration in the field of consumer science mainly because of its hedonic dimension, which is assumed to influence consumers\' preference and behavior. However, most studies have considered freshness as a multisensory attribute of food and beverage products without investigating the cognitive mechanisms at hand. In the present review, we endorse a slightly different perspective on freshness. We focus on (i) the multisensory integration processes that underpin freshness perception, and (ii) the top-down factors that influence the explicit attribution of freshness to a product by consumers. To do so, we exploit the recent literature on the cognitive underpinnings of flavor perception as a heuristic to better characterize the mechanisms of freshness perception in the particular case of beverages. We argue that the lack of consideration of particular instances of flavor, such as freshness, has resulted in a lack of consensus about the content and structure of different types of flavor representations. We then enrich these theoretical analyses, with a review of the cognitive mechanisms of flavor perception: from multisensory integration processes to the influence of top-down factors (e.g., attentional and semantic). We conclude that similarly to flavor, freshness perception is characterized by hybrid content, both perceptual and semantic, but that freshness has a higher-degree of specificity than flavor. In particular, contrary to flavor, freshness is characterized by specific functions (e.g., alleviation of oropharyngeal symptoms) and likely differs from flavor with respect to the weighting of each sensory contributor, as well as to its subjective location. Finally, we provide a comprehensive model of the cognitive mechanisms that underlie freshness perception. This model paves the way for further empirical research on particular instances of flavor, and will enable advances in the field of food and beverage cognition.