Neurogastronomy : How the Brain Creates Flavor and Why It Matters

Leading neuroscientist Gordon M. Shepherd embarks on a paradigm-shifting trip through the "human brain flavor system," laying the foundations for a new scientific field: neurogastronomy. Challenging the belief that our sense of smell diminished during as humans evolved, Shepherd argues that this sense, which constitutes the main component of flavor, is far more powerful and essential than previously thought. Shepherd connects his research to trends in nutrition, dieting, obesity, and the challenges that many face in eating healthily. He concludes with human perceptions of smell and flavor and their relationship to the neural basis of consciousness. Leading neuroscientist Gordon M. Shepherd embarks on a paradigm-shifting trip through the "human brain flavor system," laying the foundations for a new scientific field: neurogastronomy. Challenging the belief that the sense of smell diminished during human evolution, Shepherd argues that this sense, which constitutes the main component of flavor, is far more powerful and essential than previously believed. Shepherd begins __Neurogastronomy__ with the mechanics of smell, particularly the way it stimulates the nose from the back of the mouth. As we eat, the brain conceptualizes smells as spatial patterns, and from these and the other senses it constructs the perception of flavor. Shepherd then considers the impact of the flavor system on contemporary social, behavioral, and medical issues. He analyzes flavor's engagement with the brain regions that control emotion, food preferences, and cravings, and he even devotes a section to food's role in drug addiction and, building on Marcel Proust's iconic tale of the madeleine, its ability to evoke deep memories. Shepherd connects his research to trends in nutrition, dieting, and obesity, especially the challenges that many face in eating healthily. He concludes with human perceptions of smell and flavor and their relationship to the neural basis of consciousness. Everyone from casual diners and ardent foodies to wine critics, chefs, scholars, and researchers will delight in Shepherd's fascinating, scientific-gastronomic adventures. “A personal yet magisterial account of the new brain-based approach to flavor perception . . . [a] panoramic view of science, culture, and behavior.”—Avery Gilbert, author of What the Nose Knows Leading neuroscientist Gordon M. Shepherd embarks on a paradigm-shifting trip through the “human brain flavor system,” laying the foundations for a new scientific field: neurogastronomy. Challenging the belief that the sense of smell diminished during human evolution, Shepherd argues that this sense, which constitutes the main component of flavor, is far more powerful and essential than previously believed. Shepherd begins Neurogastronomy with the mechanics of smell, particularly the way it stimulates the nose from the back of the mouth. As we eat, the brain conceptualizes smells as spatial patterns, and from these and the other senses it constructs the perception of flavor. Shepherd then considers the impact of the flavor system on contemporary social, behavioral, and medical issues. He analyzes flavor’s engagement with the brain regions that control emotion, food preferences, and cravings, and he even devotes a section to food’s role in drug addiction and, building on Marcel Proust’s iconic tale of the madeleine, its ability to evoke deep memories. Shepherd connects his research to trends in nutrition, dieting, and obesity, especially the challenges that many face in eating healthily. He concludes with human perceptions of smell and flavor and their relationship to the neural basis of consciousness. Everyone from casual diners and ardent foodies to wine critics, chefs, scholars, and researchers will delight in Shepherd’s fascinating, scientific-gastronomic adventures. “Those who make the effort will be rewarded: they’ll never look at eating the same way again.”— Library Journal Contents Preface Acknowledgments Introduction: Retronasal Smell and the New Age of Flavor Part I. Noses and Smells 1 The Revolution in Smell and Flavor 2 Dogs, Humans, and Retronasal Smell 3 How the Mouth Fools the Brain 4 The Molecules of Flavor Part II. Making Pictures of Smells 5 Smell Receptors for Smell Molecules 6 Forming a Sensory Image 7 Images of Smell: An “Aha” Moment 8 A Smell Is Like a Face 9 Pointillist Images of Smell 10 Enhancing the Image 11 Creating, Learning, and Remembering Smell Part III. Creating Flavor 12 Smell and Flavor 13 Taste and Flavor 14 Mouth- Sense and Flavor 15 Seeing and Flavor 16 Hearing and Flavor 17 The Muscles of Flavor 18 Putting It Together: The Human Brain Flavor System Part IV. Why It Matters 19 Flavor and Emotions 20 Flavor and Memory Reinterpreting Proust 21 Flavor and Obesity 22 Decisions and the Neuroeconomics of Flavor and Nutrition 23 Plasticity in the Human Brain Flavor System 24 Smell, Flavor, and Language 25 Smell, Flavor, and Consciousness 26 Smell and Flavor in Human Evolution 27 Why Flavor Matters Bibliography Index