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.

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06/22/2020
Webinar: Mainstream Flavor Trends Surfacing From COVID-19

As we enter a re-opening phase in the wake of COVID-19, we also enter a new...

04/09/2020
Webinar: Symrise North America’s Top Flavor Trends for 2020 and Beyond

Trends may be the single most important driver in the food and beverage industry...