The Influence of Flavor

Not surprisingly, research shows that people respond primarily to the sensory appeal of food, or what chefs refer to as “flavor.” Think of the aroma of coffee brewing…the sound of popcorn popping…the vibrant color of a mango…the silky texture of chocolate.

While all our senses are involved in determining whether we find food mouth-watering or unappealing, taste and smell probably play the most active roles. Some experts consider taste a more primitive sense than smell. That's because most people can detect the subtleties among thousands of different odors. Our taste buds, on the other hand, are assigned the job of gathering more basic information. They can only distinguish four tastes: salt, sweet, bitter, and sour. Some experts believe there is also a fifth, called umami, which is the savory taste of soy.

Without a sense of smell, food would taste pretty boring. It's your nose that allows you to pick up the delicate differences in flavor—to know if you're eating chicken, not turkey, or that a food is seasoned with cinnamon, not nutmeg. This is why when something like a cold interferes with your ability to smell, it's difficult to taste your food.