Monday, September 23, 2013

Mmm, Baby.. That's Spicy!


Whenever I’m out at a Chinese restaurant with my family, my brothers and I always argue about how much chilli we should put in the soy sauce. I like putting a little, but they like having way more chilli than soy sauce- and my tongue can’t handle that! In fact, I find that my family, and most people in general, have an all-or-nothing attitude when it comes to anything spicy in their meals – you either use the Extra Hot Tabasco, or you don’t use Tabasco at all. I think it’s probably why Mildly Hot Tabasco is so unpopular; if you’re going to put hot sauce, you might as well go all the way!

This might make those who hate the spicy feeling wonder – why do people love spicy foods so much? Psychologists can answer this. You might think that the answer lies somewhere in the study of our taste buds and taste receptors, but spicy foods are actually more related to our pain receptors.
Skip ahead to 10:40 in the below video to see a little bit of the research chef Heston Blumenthal did on chilli and pain (or just watch the whole video to see his take on Chili Con Carne – just make sure you’re not hungry! J)

(Bonus: at 15:00 he conducts a little perception psychology with our friends Kiki and Buba, and on 20:00 we get to see one of the many uses of gas chromatography!)

To expand a little more on what they’ve said: Basically, chilli and spicy foods stimulate receptors in our tongue – specifically, pain receptors or nociceptors. Nociceptors respond to different things, like mechanical simulator, chemical simulation, and thermal simulation. The more capsaicin there is in the chilli (or the higher the Scoville level, the measure of spiciness/heat that Blumenthal keeps talking about, if you have a hard time deciphering his accent), the more the nociceptors are stimulated. For reference, the regular Tabasco brand hot sauce hits from around 2,500 to 5,000 SHU (Scoville Heat Units); in the video, they used capsaicin levels of over one million!




Scientists still aren’t completely sure how exactly the process goes from our nociceptors to our brain, although a bunch of models have been proposed, such as the gate control model. The idea behind this model is that the pain signals begin in the spinal column, and then travel through different “gates” or pathways to get to the brain – and that opening or closing these gates controls the strength of the pain signal. Although it is a good model, research today suggests that it is a lot more complex.

What scientists do know is that pain activates a lot of areas in the brain – in the video, the fMRI clearly shows a number of different areas being activated across the whole of the brain, not in just one area. This is what researchers refer to as the pain matrix, and it includes the hypothalamus, the amygdala, the thalamus, areas in the cortex, and prefrontal cortex... there is no one single “pain center” in the brain; it’s all spread out.


Of course, this only partly answers our question – if pain is supposed to be avoided, then we shouldn’t like spicy foods at all! But, as it turns out, a lot of people do – in the same way that a lot of people like getting massages, or biting down on a painful tooth, or scratching your legs after a long day in jeans...but this isn’t to say that if you like spicy foods, you’ll like getting shot in the foot! The Scoville levels of almost all chilis and spicy foods are low enough not to cause true pain; this is just a tiny burn... and a lot of people like that, and nobody is really sure why (yet!). Call them adventurous, intrepid, or masochistic - they just like spice!

Reference: 

Goldstein, E. B. (2010). Sensation and Perception. Belmont, CA: Wadsworth, Cengage Learning.




Feels yummy!

Have you ever thought about what yummy feels like? Is there such thing as just the right amount of softness of firmness in food? The answers is a scrumptious yes. The tongue is not only for tasting delicacies. It also serves as our sense of touch in tasting food. (Hadhazy, 2011) Simple demo? What do you prefer, a chunky or smooth peanut butter? Or how about that crunchy and breaking sensation you feel in you mouth when you eat chips?



But we already know that we feel with our tongue, either from our past food blog entries or simply by our experiences. If you still don't trust me, there is a specific brain region, somatosensory cortex in the parietal lobe for the tongue itself. This part where the human body is represented ina small area for the brain is called the homonculus. Not the mouth, the tongue. (Goldstein, 2010) So let's explore if our perception of food can be affected by the things we touch with our bare hands. Every year, consumer research like those of Starbucks and other fast food chains spend enormous amount of money on disposable packaging. However, does packaging affect our food experience? In 2008, Aradhna and Morrin discovered that "flimsy" packaging may indeed have a negative effect on consumers. In their research, they sorted individuals into "strong autotelics" (people who like to touch products before buying them) vs. "low autotelics" (people who are not so touchy when buying things). This pretest was done since there is individual differences in touch sensitivity. Participants were asked to evaluate the cups and results showed that, low autotelics are highly affected by the packaging. They gave the most negative response to the taste of water in a flimsy cup as compared to strong autotelics. SAY WHAT? Isn't it more logical that those who like touching things (strong autotelics) be more sensitive and more particular to packaging? Shouldn't they be more affected with those "flimsy cups"?




"High (vs. low) autotelics receive more pleasure from touching objects, tend to touch them more, and are more consciously aware of the potential effect of haptic clues on product judgment. As a result, they are more capable of adjusting for such clues in their product judgments when they are nondiagnostic in nature." - Aradhna and Morrin, 2008.

Simply put, strong autotelics adjust more easily than low autotelics. Makes sense? Remember, the concept of experience dependent plasticity? The more you are stimulated by a stimulus the more adept you become. This may explain why strong autotelics have high adaptation to the flimsy cups and thus the results of the study. But going back to food perception, the study showed that packaging do affect our food experience. The way we feel with our tongue also extends to the way we feel with our hands. Thus, there is such a thing as the feeling of yummy! This is linked to the multi-perception of food! We don't just depend on our gustatory sense if something is delicious, we are affected by our olfactory, audio (past blog article entry by me), visual and even somatosensory stimuli. 




References:

Aradhna Krishna and Maureen Morrin, "Does Touch Affect Taste? The Perceptual Transfer of Product Container Haptic Cues." Journal of Consumer Research: April 2008.

Goldstein, E. B. (2010). Sensation and Perception. Belmont, CA: Wadsworth, Cengage Learning.


Hadhazy, A. (2011, December 30). Tip of the Tongue: Humans May Taste at Least 6 Flavors. Retrieved September 22, 2013, from Live Science: http://www.livescience.com/17684-sixth-basic-taste.html


University of Chicago Press Journals (2008, March 18). Does Touch Affect Flavor? Study Finds That How A Container Feels Can Affect Taste. ScienceDaily. Retrieved September 23, 2013, from http://www.sciencedaily.com­/releases/2008/03/080317095610.htm 

Images used:

Picture 1: http://i.imgur.com/DcDM9.jpg

Picture 2: http://www.appliancesonlineblog.com.au/wp-content/uploads/2012/03/Coffee-question.jpg

Picture 3: http://1.bp.blogspot.com/-3VtUe6-30u8/Ud1hE023ReI/AAAAAAAAH5o/ytvWaV0renY/s1600/roger-shepard_5senses_1974.jpg
Sunday, September 22, 2013

Let's get physical: the taste system

Who can resist chocolate?

A few blog posts ago, I shared my recipe for the Molten Lava Cupcake. When I make this cupcake, I usually just leave it be; no decorations whatsoever. But sometimes, you want to add something extra. And you can do that by adding in icing! Any icing recipe will do, but I love this particular icing recipe from joyceyvonna (notice that she uses a Kitchen Aid too).


Video credit: [1]

There are times when I eat because I'm hungry, and there are those times when I eat, just for the sake of eating, and tasting the food in front of me. These are the times when I savor the sweetness of blueberry or the cookie butter, or the bitterness of dark chocolate, or the explosion of textures and flavors in a Philadelphia roll.


Photo Credit: [1]

But haven't you ever wondered how you perceive all these different and wonderful flavors?

Whenever you eat, the first place your food comes into contact with is your tongue, and stimulates the receptors. This is where the magic in your mouth happens. This is where the perceptual process of tasting starts.


Photo Credit: [2]

The surface of our tongue is full of structures called papillae, which can be divided into four kinds: filiform papillae (found over the entire surface of the tongue), fungiform papillae (found at the tip and the sides of the tonge), foliate papillae (folds found at the back and at the sides), and circumvilliate papillae (found at the back). These papillae, with the exception of the faliform papillae contain taste buds which have taste cells. At the tip of these taste cells are taste pores where transduction happens when chemicals come in contact with the receptors there. The electrical signals generated in these taste cells are then transmitted from the tongue in a number of different nerves that send this information to the brain (Goldstein, 2010).
Photo Credit: [3]

This may seem like a straightforward path to perceiving flavor, but as we learned this past semester, the senses don't work independently, they work together, and most of the time, information from the gustatory and the olfactory receptors work together to perceive what we know as flavor. If you've ever been sick with the sniffles, or had runny nose, you'll know that trying to eat something when you can't smell anything, results in a bland taste. This just shows us that we probably mislocate the source of our sensation (of taste) as being in the mouth, because there is physical representation of the food in our mouth, and because we experience tactile sensations associated with chewing and swallowing (Goldstein, 2010).


Photo Credit: [4, 5]

Most of the research about perception of flavor has focused on the orbitofrontal cortext (OFC) because this is where responses from taste and smell are first combined. It is in the OFC where a lot of neurons from the different senses converge, which is why it contains bimodal neurons which respond to more than one sense. These neurons respond to similar qualities, meaning they are tuned to respond to qualities that occur together in the environment. But more than this, the firing of the neurons in the OFC relfect the extent to which an animal will consume a particular food. 

Let's say you can't resist the temptation and decide to lick the spatula you used to make icing clean. Before getting a taste of the delicious chocolate icing, there is a great amount of firing of neurons in the OFC. After the first lick, the rate of firing goes down, and when your hunger is abated, and you no long want to eat the icing, firing in the OFC is lowest. According to Edmund Rolls, the responses of the neurons in the OFC are essentially reflecting the pleasantness of the flavor, and in doing so, help control food intake (Goldstein, 2010).
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References:
Goldstein, E.B. (2010). Sensation and perception. Belmont, CA: Wadsworth
Saturday, September 21, 2013

The Thing That Makes You Go, "Hmmmm!"



"Our society is obsessed with the taste of food." 

- Goldstein, 2010

I think this line perfectly describes the existence of Jane’s Kitchenette. When we were planning to establish this blog, we barely had any arguments because we like food. We like the sensations and perceptions associated with food. And even though the choices of topics are limited when explaining the general idea of what’s happening when you sense and perceive, we managed to make it possible to relate ideas to food because as what Goldstein has said, we are obsessed with it.

As there were a lot of foods that we like to it, there are also a bunch of misconceptions that are often linked to food. One of the most common misconceptions is the idea that food is only experienced inside the mouth. In other words, we only taste them and we only use our sensation of taste to perceive it. However, we have this concept called flavor which is closer to food than taste, touch, smell or to any other senses. This has a dual nature and is clearly defined as the combination of taste and smell. The concept of flavor is a clear evidence that when it comes to food, we also use our sense of smell, not just our sense of taste.


If you are the type of person who enjoys the pleasure of drinking aromatic coffee then suddenly you lose your ability to smell its aroma, you would probably feel how smell is so contributory to the enjoyment that you feel whenever you drink the coffee. This is fairly the same to almost all of our food experiences. 



By the way, the condition of inability to smell is called anosmia. This condition is analogous to the experience of having colds and you cannot smell food (therefore, you cannot enjoy it as much) and you also cannot smell anything. It is more common to older people and so they demand more MSGs in their food in order to taste them, which is a not so safe option for anyone’s health condition.



For this entry, I shall stress the point that flavor perception is an explosion of different receptor activations in our olfactory and gustatory system. It was highlighted in Goldstein’s Sensation and Perception that olfaction (smelling) and taste system both exhibit this property of identifying stimuli and discriminating each from one another. 

For olfaction, we are completely aware of how garbage differs from how cooking adobo smells like. We have this aversion towards bad smells and liking for good smells. This is one demonstration of how important olfaction is.



 This is particularly significant for chefs and other cooking enthusiasts (like me). Just from the taste of the food that is on the stove, I for example, have this anticipation whether the food would taste good or bad. For instance in adobo, I know it would taste good if the steam from the pot gives me the sensation of sweet and sour flavor, somewhere between the two. Of course, color plays a role in this situation too. But if you focused it just on your judgment of its smell, you would make your choices whether to add more vinegar, salt, sugar or any other spice. As for cooking rice or baking bread, you would be alarmed once it smells terrible or when you saw that the oven releases grayish black smoke. Smell is also significant in assessing whether the food is already rotten or not.




One problem posed by the olfactory system is the lack of specifying the exact smell of the stimulus. One of the more intriguing facts about odors is that even though humans can discriminate between as many as 100,000 different odors (Firestein, 2001 as cited in Goldstein, 2010), they often find it difficult to accurately identify specific odors. That is why I can’t describe exactly the phenomenon behind the smell of the rice experience.

As for tasting, let us go back to the adobo example. I think our perception of how adobo smells is close to how we would perceive its taste. If it smells sour and sweet alternately but almost simultaneous, it would most likely taste that way too. However, our sensation of taste is more specific than smell. We are more able to identify the property of sweetness, sourness and other types of taste. We have five basic classifications for taste: sweet, sour, salty, bitter and umami (Goldstein, 2010). Sweet compounds cause an automatic acceptance response and also trigger anticipatory metabolic responses that prepares the gastrointestinal system for processing these substances (Goldstein, 2010). For a better elucidation of this statement, let us use the concept of “sugar rush”. We know very well that sugar tastes sweet and sugar rush basically encompasses the hype we experience after an intake of sweet foods. That is a good strategy for Coca-cola company in their advertisement of their softdrinks: Share your happiness. 



On the other hand, bitter compounds have the opposite effect—they trigger automatic rejection responses to help the organism avoid harmful substances (Goldstein, 2010). This is a good explanation towards the taste aversion of kids to ampalaya that is much known for its bitter taste. Generally, kids don’t like vegetables because their bodies do not develop yet enzymes that could break down the compounds and toxins vegetables use as a defense against herbivores.  I got that information from my Bio 1 class and I’m not sure if I still explain it as accurately and as factual as possible. But if this statement is proven to be true, then it could only mean that this property of vegetables plus the specific bitter taste of ampalaya explain why kids don’t like ampalaya. 


Another explanation for bitter taste rejection is our ancestors’ experiences relating poisonous plants and their bitter tastes. Their schemes of this relationship might have been passed on to generation by generation making the ability or preference against bitter taste as evolutionary.

From these examples, we will see the significance of smell and taste in our lives not just in eating but also in other areas. After magnifying the smell and taste aspect of this entry, I shall not shift my focus to flavor which I said awhile ago is the closer term to food. Before reading the chapter of Chemical Senses by Goldstein (2010), I was a member of the bandwagon saying that our experience of flavor is a subjective analysis of all the stimuli we received through our olfactory and gustatory system. But researches that were conducted show that there are genetic differences that affect people’s ability to sense the taste of certain substances. One of the best-documented effects involves people’s ability to taste bitter substance phenylthiocarbamide (PTC). People who can taste PTC are described as tasters, and those who cannot are called nontasters. Recently, additional experiments have been done with a substance called 6-n-propylthiouracil, or PROP, which has properties similar to those of PTC (Lawless, 1980, 2001 as cited in Goldstein, 2010). Researchers have found that about one-third of Americans report that PROP is tasteless and two-thirds can taste it. Genetic studies have shown that PROP and PTC tasters have specialized receptors that are absent in nontasters (Bufe et al., 2005; Kim et al., 2003). This only means that some people taste foods in a more intense state compare to the usual perceived taste for that food. They are sometimes called supertasters. This finding, however, has not been constant or agreed upon by all researches. It only means that further studies need to be conducted so to stabilize its foundation.

From that study, we can infer that flavor is not just confined to our subjective preferences but also, it has its physiological characteristics. After knowing all these things, I was just so amazed and I tried to plot myself in an imaginary spectrum of tasters. I think I belong to the moderate ones. That is a very ‘play safe’ behavior but from what I notice in our family, some members prefer intense taste and others a milder form of it. This is parallel to the ideas of hyper- and hypo-sensitivities. Indeed, every sensation and perception we feel is not some kind of isolation but instead an explosion. 



To end this entry, I would like to use a very short quote that summarizes the vast experience we associate whenever we eat food. I shall explain that the description is applicable to the trio; flavor, taste and smell.

“Eating is more than just sustenance, it is a visceral experience that can be very satisfying or totally disgusting.”


References:
Goldstein, E.B. (2010). Sensation and perception (8th ed). Belmont, CA: Cengage Learning. 




The Corollary Discharge


Have you ever kneaded, or watched someone knead dough? If you've ever baked a pie, made cookies, or even your own homemade pasta noodles, then the answer is probably yes. Myself, I don't bake - but my mom does! And sometimes, I like to watch. Watching someone knead dough is pretty relaxing. 





When we watch someone knead dough, or really, do any sort of motion, corollary discharge takes effect in our eyes. The corollary discharge theory explains why, even when our head, body, and eyes are all stationary, we know that an object is moving. When we move our eye muscles, our brain sends motor signals to the eye, and another signal -- called the corollary discharge signal from which this theory got its name -- splits off from the motor signal. 


The corollary discharge signal, or CDS, reaches the comparator, and this tells the brain that the eye is moving. Now, when a stimulus moves across our retina, we know it's moving because the optic nerve in our eyes sends an image displacement signal or IDS to the comparator and brain.

What does this all imply? Well, if an object, for example the dough under your hands, is moving because someone is kneading it, then your eyes are sending image displacement signals to the comparator, which tells your brain, and it is perceived it as moving. If your eye is moving, then the CDS is sent instead of the IMS, and the comparator tells your brain that it is you moving, not the dough. But when the comparator gets both the CDS and the IDS, then it will tell your brain -- the dough is moving because your eyes are moving, thus, it's not moving at all. This is why we can look at stationary, non-moving scenes without feeling vertigo! 

If you're not convinced by the corollary discharge theory, try this trick out: look at any object in the room. Keep looking at it while you gently push back and forth on the side of your eyelid, and see what happens! 

REFERENCE: 
Goldstein, E. B. (2010). Sensation and Perception. Belmont, CA: Wadsworth, Cengage Learning.

My Achey Breaky Heart

I just watched "Forgetting Sarah Marshall" for the nth time the other day. Forgetting Sarah Marshall is a film starring Jason Segel, Kristen Bell, Mila Kunis and Russell Brand. The film revolves around Peter (Jason Segel) and his process of getting over Sarah Marshall (Kristen Bell) who broke up with him because she was cheating on him with Aldous Snow (Russel Brand). Peter could not function very well after the break-up and so he decides to take a vacation to Hawaii to take a break. There, he bumps into the friendly and accommodating Rachel (Mila Kunis) and Sarah Marshall herself. Peter tries to deal with the situation as best as he can and eventually, he is finally able to move on from the break-up.


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I really like the movie (hence the number of times I've watched it). It is funny and enjoyable. Jason Segel's portrayal of a post-break up was hilarious. But despite the comedy, I really felt the pain and drama behind a break-up. I myself have not experienced a break-up yet (thankfully, and hopefully not anytime soon) so I don't really know what it feels like to undergo a break-up. I have experienced unrequited love and I have experienced some kind of broken-heartedness.

Pain can come in different forms. One would be the physical pain such as nociceptive pain (pain caused by receptors in the skin), inflammatory pain (pain caused by damage to tissues and such), and neuropathic pain (pain cause by lesions or damage to the nervous system). There would also be the pain that comes from social loss or rejection. Studies have shown that the pain from social loss may activate the same parts of the brain areas activated by physical pain (Goldstein, 2010).

In a study done by Kross, Berman, Mischel, Smith and Wager (2011), they found that areas that support the sensory components of physical pain become active when rejection is powerfully elicited. Kross and colleagues recruited 40 people who felt rejected as a result of recently experiencing an unwanted romantic relationship break-up. They were asked to do 2 tasks under an fMRI. In the Social Pain task, the participants were shown photos of the participant's ex-partners and a same-gendered friend with whom they shared a positive experience around the time of the breakup as well as cue phrases appearing beneath each photo that directed the participant to focus on a specific experience they shared with each person. In the Physical Pain task, participants were given painful and nonpainful thermal stimulations to their left volar forearm. 


Photo Source: [x]

According to the self-reports of the participants, they experienced greater distress on the ex-partner than the friend trials as well as the hot trials than the warm trials. Results also showed that there is are overlapping increases in activity in the affective pain regions found in the dACC and the AI as well as the thalamus and right parietal opercular/insular cortex.

This research suggests that social rejection really does hurt. Social rejection and physical pain are not only similar in the distress they give, but they are also similar in that they share a common representation in somatosensory brain systems.Distress elicited by social rejection may also represent a distinct emotional experience that is uniquely associated with physical pain.

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So when someone has just rejected you - may it be a close friend, an intense crush or a long time boyfriend - you are experiencing pain similar to touching a hot pan or getting hot coffee poured on you. It's not just something shallow. You are legitimately feeling pain and so you are entitled to being hurt about it.

With that said, here is a recipe I found on a list of 10 breakup foods.


Photo Source: [x]

BACON AND CREAM CHEESE BURGERS

Ingredients

hamburger patties
streaky bacon (3 per burger) 
fresh burger buns
plain cream cheese, (room temperature)
mayonnaise

Method
I chose to cook my patties on a flat-top grill but feel free to cook them any way you want to. 
There’s nothing better than smelling burgers cooking on a braai.
Place the streaky bacon on a wire-rack and over a baking tray and place into the oven (220°C). 
Cook until the bacon is crisp and golden.
Toast the buns, if you prefer. If you used a pan to fry the burgers toast it in the same pan.
Spread some cream cheese on the bottom part of the burger bun, top with a cooked patty and then some bacon. 
Add some mayo and other toppings of your choice and enjoy!

It looks easy-peasy right? Of course if you're really moping over a breakup and you're too sad and/or lazy to move, you can just get a big tub of ice cream, sit down in front of the TV, pop in a movie, and eat the whole tub all by yourself.


Photo Source: [x]

-Samantha Rae M. Sanchez

References:
Goldstein, E.B. (2010). Sensation and perception (8th ed). Belmont, CA: Cengage Learning. 

Kross, E., Berman, M. G., Mischel, W., Smith, E., & Wager, T. (2011). Social rejection shares somatosensory representations with physical pain. Proceedings of the National Academy of Sciences of the U.S.A., 108, 6270–6275.

Recipe from: http://www.food24.com/Recipes/Bacon-and-cream-cheese-burgers-20110128



Eating Language




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Have you ever heard of love languages? Well, according to Dr. Gary Chapman, there are five types of love languages, meaning there are five ways of expressing love. These include: 

1) Words of Affirmation 
2) Quality  Time 
3) Gifts 
4) Acts of Service 
5) Physical Touch
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Well, maybe just maybe, there are also eating languages! 
Aside from taste, there can be other priorities when it comes to choosing food.

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It is possible that one is mainly attracted to food by its appetizing look. 
Creative. Palatable. Irresistible.


Or maybe one enjoys the food the most when you hear its crunchy sound it makes inside the mouth?
Crunch. Crisp. Munch.


             

There is also that chance that people base their choice of food on its smell.
Aroma. Scent. Fragrant.


 

Lastly, one's eating language can be focused on touching the food, 
just like the physical touch on the love language.
Intimate. Hands. Touch.

                                       

                                         

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So, why did I mention these things? These are the reasons.

For our study, our group has focused on the possible "touch" language of eating. The researchers hypothesize that tactile rituals enhances flavor perception. It specifically investigates the effects of the ritual of breaking crackers on perceived flavor. Also, the study is interested not only on the perception that comes from the one eating and performing the ritual. The investigators looks into the judgment of people who are just observing the eating and ritualistic behavior through a one way mirror. 

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Studying the effects of ritual on food-related behaviors has been previously studied. One of which is done by  Gino, Norton, Wang and Vohs (2013). It supports the idea that ritualistic behaviors do enhance consumption  experience of food. From here, the experimenters modify some aspects, like the measurement of flavor and context of an observer. Moreover, it focuses on the effects of tactile rituals.

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According to Goldstein (2010), perception is a complex process wherein the senses do not work in isolation. Instead, they work together. This is the reason why as the experimenters study flavor perception, as defined as  the overall impression that we experience from the combination of nasal and oral stimulation by Lawless (2001, as cited in Goldstein, 2013),  there is still an inclusion of another sensory modality, touch. This means that there is that goal to discover more related relationships that will improve the eating experience through flavor enhancement. 

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Now, maybe you are thinking what is the significance of this kind of research. 
Well, today, and even in the past and probably in the future, food market has been a very strong phenomenon. Food is readily accessible. Just think of these.
Delivery through phone and now, even Internet. 
Drive-thru. Take-out. 
Food Porn on social networking sites.
Food, food everywhere. 

In fact, with these being said, it seems that our society is obsessed with food. Moreover, it needs to be stated that many people look forward in eating not because of survival reason. Instead, it is about the anticipated and actual pleasure it brings (Goldstein, 2013). 

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As you can see, food businesses need to be competitive. If they would want to make it successful, they must do things that will make their food taste delicious and even enhance it to the optimal level. 
And since, advertising seems to be a key answer in promoting the product, 
the results of the study may have great implications on how they will do it. 
Why? This research does not only deal with the actual eaters. 
They are also interested in the perspective of the observers. If the research shows that there is a significant increase in the perceived enhancement of the flavor perception due to tactile rituals, advertisers may incorporate such strategies in their commercials. Well, aside from the benefits that it will bring to the company, just think about the personal satisfaction of the consumers. 

After all, maybe the secret of the delicious Oreos may rely on the ritual of twist, lick and dunk. :)


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===TRAZO GAEA ISABEL D.===

References

Goldstein, E.B. (2010). Sensation and perception (8th ed). Belmont, CA: Cengage Learning. 


http://marriage.about.com/cs/communicationkeys/a/lovelanguage.htm


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