Attention in flavour perception What it means and why it is important

The flavour of food is ultimately a product of the brain. The brain combines sensory information from taste, smell and touch to generate our perception of flavour, and how it does this is currently a hot topic in psychology and neuroscience. One current focus is on attention. Attention dictates what is and is not experienced, something of central importance if for example you want to change a product's formulation. The role of attention in flavour perception is the focus of this article, alongside its implications for sensory evaluation, consumer experience and formulation changes to improve diet.