Researchers from Caltech tested this theory by asking 28 volunteers to rate the health virtues of more than 150 foods after fasting for four hours. On average, information about taste begins influencing the decision making process about 200 milliseconds sooner than health information, according to findings published in the latest issue of the journal Psychological Science.

Read whole article via abcnews.go.com

Join your peers today!

Get the latest articles, news and trends in the Food & Beverage industry delivered directly to your inbox. Don't miss out! Enter your email address below to receive the weekly in-sight newsletter.

Twitter

Events

05/24/2019
Sweets & Snacks Expo 2019 Is Big on Bite-Sized Innovation

More than 800 exhibitors and2,000 new product launches can be found at this...

03/28/2019
Webinar: How to Unlock the Real Tastes of Nature for Cleaner Labels

The food and beverage landscape is changing. Consumers, specifically...