Grape expectations: The role of cognitive influences in color-flavor interactions

Shankar, Maya U.; Levitan, Carmel A.; Spence, Charles

doi:10.1016/j.concog.2009.08.008

Cited by 232Multisensory perception and integrationSensory Analysis and Statistical MethodsCategorization, perception, and language

Grape expectations: The role of cognitive influences in color-flavor interactions

Shankar, Maya U., Levitan, Carmel A., Spence, Charles·2010·Consciousness and Cognition

DOI 10.1016/j.concog.2009.08.008

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Abstract

Color conveys critical information about the flavor of food and drink by providing clues as to edibility, flavor identity, and flavor intensity. Despite the fact that more than 100 published papers have investigated the influence of color on flavor perception in humans, surprisingly little research has considered how cognitive and contextual constraints may mediate color-flavor interactions. In this review, we argue that the discrepancies demonstrated in previously-published color-flavor studies may, at least in part, reflect differences in the sensory expectations that different people generate as a result of their prior associative experiences. We propose that color-flavor interactions in flavor perception cannot be understood solely in terms of the principles of multisensory integration (the currently dominant theoretical framework) but that the role of higher-level cognitive factors, such as expectations, must also be considered.

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Human neuroimaging and animal electrophysiology show that expectations can modulate sensory processing at both early and late stages, with response modulation either dampened or enhanced.
“Human neuroimaging and animal electrophysiology has shown that expectations can modulate sensory processing at both early and late stages, and the response modulation can be either dampened or enhanced (see References [180-182] for reviews).”
From The Role of Intrinsic and Extrinsic Sensory Factors in Sweetness Perception of Food and Beverages: A Review (2019) · cites this paper as [180]

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Authors: Shankar, M. U., Levitan, C. A., & Spence, C.
Affiliations: University of Oxford (GB)
Corresponding author: Shankar, Maya U.
ORCID: Levitan, Carmel A.
Spence, Charles
Venue: Consciousness and Cognition
Publisher: Elsevier BV
Published: 2010-03
Volume: 19
Issue: 1
Pages: 380-390
ISSN: 1053-8100 (ISSN-L)
DOI: 10.1016/j.concog.2009.08.008
OpenAlex: W2039217349
Cited by: 232
References: 103
Citations by year: 2026: 7 · 2025: 9 · 2024: 11 · 2023: 14 · 2022: 14 · 2021: 12 · 2020: 20 · 2019: 18 · 2018: 17 · 2017: 14 · 2016: 16 · 2015: 18 · 2014: 19 · 2013: 9 · 2012: 11
FWCI: 14.41
Type: journal article
Language: en
Open access: closed
Licence: www.elsevier.com/tdm/userlicense/1.0/ (tdm)
Locations: Consciousness and Cognition (publishedVersion)
PubMed (publishedVersion)
Topics: Social Sciences › Psychology › Experimental and Cognitive Psychology › Multisensory perception and integration
Life Sciences › Agricultural and Biological Sciences › Food Science › Sensory Analysis and Statistical Methods
Social Sciences › Psychology › Experimental and Cognitive Psychology › Categorization, perception, and language
Keywords: flavor perception, color perception, sensory expectations, cognitive effects, multisensory integration, associative learning, food color, grape color
MeSH terms: Association Learning, Beverages, Choice Behavior, Cognition, Color, Color Perception, Drinking, Humans, Semantics, Smell, Taste

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Grape expectations: The role of cognitive influences in color-flavor interactions

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