Flavor perception supports food choice, and it has several characteristics: (1) smell is a key part, but there is little awareness of its role; (2) variations in odorant delivery are not noticed; (3) flavor is localized to the mouth; (4) central interactions occur between all flavor senses; and (5) there is limited access to some sensory components. Together, these suggest flavor perception is partially holistic, with odor and taste forming a common sensory channel in the mouth. One reason for this mode of perception is food choice. Flavor memories can support the identification of nutritious food via: (1) recovery of the flavor percept-thus including taste and somatosensory experiences-via sniffing; (2) visual priming of flavor expectancies; and (3) affective reaction to flavor, reflecting the effects of previous bouts of ingestion (eg, sickness). These allow food acceptability to be assessed prior to ingestion, as well as supporting the detection of adulterated food.