{"product_id":"how-flavor-works-isbn-9781118865477","title":"How Flavor Works","description":"\u003cp\u003eTaste is the number one driving force in the decision to purchase a food product and food consumption is the most critical function for living organisms to obtain the energy and resources essential to their vitality. Flavor and aroma are therefore universally important concepts: intrinsic to human well-being and pleasure, and of huge significance for the multi-trillion dollar global food business.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eHow Flavor Works: the Science of Taste and Aroma\u003c\/i\u003e offers a fascinating and accessible primer on the concepts of flavor science for all who have an interest in food and related topics. Professionals and students of food science and technology who do not already specialize in flavor science will find it a valuable reference on a topic crucial to how consumers perceive and enjoy food products. In this regard, it will also be of interest to product developers, marketers and food processors. Other readers with a professional (eg culinary and food service) or personal interest in food will also find the book interesting as it provides a user-friendly account of the mechanisms of flavor and aroma which will provide new insights into their craft.\u003c\/p\u003e \u003cp\u003ePreface xi\u003c\/p\u003e \u003cp\u003eAbout the Authors xiii\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1 What is Taste? 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFour basic tastes, as proposed by Aristotle 5\u003c\/p\u003e \u003cp\u003eTaste is complex 7\u003c\/p\u003e \u003cp\u003eMost food ingredients are tasteless, odorless, and colorless 7\u003c\/p\u003e \u003cp\u003eVariations in odor during fermentation and aging due to changes in molecular weight 10\u003c\/p\u003e \u003cp\u003e2% is not a small amount 12\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2 The Origins of Taste: Why do we Taste? 15\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSweetness is for identifying energy sources (Carbohydrates) 15\u003c\/p\u003e \u003cp\u003eUmami is a tool used to search for proteins 22\u003c\/p\u003e \u003cp\u003eCarbohydrates are for sweetness, proteins are for umami, but what are lipids for? 28\u003c\/p\u003e \u003cp\u003eSaltiness: the ocean was the source of all life 30\u003c\/p\u003e \u003cp\u003eThe role of salt in cooking is not merely to provide saltiness 33\u003c\/p\u003e \u003cp\u003eThe contrast effect 33\u003c\/p\u003e \u003cp\u003eThe suppression effect 34\u003c\/p\u003e \u003cp\u003eAcidity monitors the biological metabolism 34\u003c\/p\u003e \u003cp\u003eBitterness: if it’s bitter, spit it out! 37\u003c\/p\u003e \u003cp\u003eSome people enjoy bitter tastes 39\u003c\/p\u003e \u003cp\u003eThe reason we consume caffeine despite its bitterness 40\u003c\/p\u003e \u003cp\u003eThe olfactory sense is the dominant sensory perception of animals 42\u003c\/p\u003e \u003cp\u003eThe search for food 42\u003c\/p\u003e \u003cp\u003eAvoid danger! 43\u003c\/p\u003e \u003cp\u003eKnow who it is! 44\u003c\/p\u003e \u003cp\u003eFind a mate! 45\u003c\/p\u003e \u003cp\u003eReferences 46\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3 Taste is General Science 47\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTaste improves with harmonized combinations 48\u003c\/p\u003e \u003cp\u003eThe taste of meals = saltiness + umami + savory flavor 48\u003c\/p\u003e \u003cp\u003eThe taste of dessert (and fruit) = sweetness + sourness + sweet odor 49\u003c\/p\u003e \u003cp\u003eTastes influence odors 50\u003c\/p\u003e \u003cp\u003eFood has to be dissolved for us to taste and chewed to enhance the taste 52\u003c\/p\u003e \u003cp\u003eThe main ingredients influence taste and odor 53\u003c\/p\u003e \u003cp\u003eSound has an influence on taste 55\u003c\/p\u003e \u003cp\u003eVisuals, colors, and food styles 55\u003c\/p\u003e \u003cp\u003eWhy does color exist? 57\u003c\/p\u003e \u003cp\u003eThe basic structure of pigment: why are there no naturally blue foods? 59\u003c\/p\u003e \u003cp\u003ePerception varies with individual differences and conditions 61\u003c\/p\u003e \u003cp\u003eDifferences due to age and sex 61\u003c\/p\u003e \u003cp\u003eIndividual variation is also significant 63\u003c\/p\u003e \u003cp\u003eDifferences due to race and history 65\u003c\/p\u003e \u003cp\u003eThe preference for smells is constantly changing 66\u003c\/p\u003e \u003cp\u003eReferences 67\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4 How do we Smell Odors? 69\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eOlfactory receptors are G-protein coupled receptors 69\u003c\/p\u003e \u003cp\u003eG-Receptors differentiate isomers, resulting in different odors 71\u003c\/p\u003e \u003cp\u003eG-Receptors perceive multiple chemical substances 73\u003c\/p\u003e \u003cp\u003eG-Receptors work simply as on\/off switches 75\u003c\/p\u003e \u003cp\u003eDepending on the binding affinity to receptors, similar molecules can be recognized as completely different tastes and odors 76\u003c\/p\u003e \u003cp\u003eThe broad spectrum of the olfactory sense 77\u003c\/p\u003e \u003cp\u003eThe transduction of sensory signals 79\u003c\/p\u003e \u003cp\u003eOlfactory fatigue is also a functional activity for life 80\u003c\/p\u003e \u003cp\u003eThe recognition and integration of perceptions 82\u003c\/p\u003e \u003cp\u003eParts of the brain 82\u003c\/p\u003e \u003cp\u003eContinuous circulations in the loop 83\u003c\/p\u003e \u003cp\u003eG-Receptors can perceive light 85\u003c\/p\u003e \u003cp\u003eUnderstanding G-receptors can provide many answers 85\u003c\/p\u003e \u003cp\u003ePheromones are not mysterious substances 89\u003c\/p\u003e \u003cp\u003eReferences 89\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5 What Creates Smell? 91\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eOdorous molecules are mainly created by plants 91\u003c\/p\u003e \u003cp\u003eWhy do plants produce aroma compounds? 92\u003c\/p\u003e \u003cp\u003eAttracting bacteria, insects, and animals 92\u003c\/p\u003e \u003cp\u003eAs a defensive mechanism 94\u003c\/p\u003e \u003cp\u003eAttacking tools 95\u003c\/p\u003e \u003cp\u003eCoincidental byproducts 96\u003c\/p\u003e \u003cp\u003eAnimals generally smell odorants, not produce them 97\u003c\/p\u003e \u003cp\u003eAnimal-origin raw materials 97\u003c\/p\u003e \u003cp\u003eUnconditional surrender to pheromones 98\u003c\/p\u003e \u003cp\u003eIs body odor a coincidental byproduct? 99\u003c\/p\u003e \u003cp\u003eMost flavors that we enjoy are created by cooking 100\u003c\/p\u003e \u003cp\u003eFlavor production by enzymatic or microbial fermentations 101\u003c\/p\u003e \u003cp\u003eFlavor production by heat processes 104\u003c\/p\u003e \u003cp\u003eFlavor production by pyrolysis: smoke flavor 106\u003c\/p\u003e \u003cp\u003eCompound flavor: creation of new flavors by mixing various odors 107\u003c\/p\u003e \u003cp\u003eReferences 108\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6 Technological Advancements Brought about by the Love of Flavors 109\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhy do people combine flavors? 112\u003c\/p\u003e \u003cp\u003eHow many flavors are there in the world and how many ingredients are required to make all of these flavors? 114\u003c\/p\u003e \u003cp\u003eHow many odorous chemicals are needed to create a tomato flavor? 116\u003c\/p\u003e \u003cp\u003ePerfumers and flavorists create flavors 119\u003c\/p\u003e \u003cp\u003eOlfactory training: flavorists must first distinguish odorous chemicals before creating compound flavors 120\u003c\/p\u003e \u003cp\u003eCompounding flavors: aromas are completed through imagination 124\u003c\/p\u003e \u003cp\u003eTo become a perfumer, a heavy smoking habit and age do not matter 126\u003c\/p\u003e \u003cp\u003eThe important factor is harmony 126\u003c\/p\u003e \u003cp\u003eApplications of compound flavors 128\u003c\/p\u003e \u003cp\u003eTypes of odorants 128\u003c\/p\u003e \u003cp\u003eSynthetic flavors versus natural flavors: which is safer? 129\u003c\/p\u003e \u003cp\u003eAdvantages and limitations of natural flavors 137\u003c\/p\u003e \u003cp\u003eAdvantages and limitations of compound flavors 138\u003c\/p\u003e \u003cp\u003eReferences 139\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7 How Flavors Influence us 141\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBrain development began with the olfactory sense 141\u003c\/p\u003e \u003cp\u003eThe human olfactory sense is less sensitive and inarticulate 144\u003c\/p\u003e \u003cp\u003eHumans’ sense of smell has degenerated greatly 145\u003c\/p\u003e \u003cp\u003eProust phenomenon: odor-evoked autobiographical memory 146\u003c\/p\u003e \u003cp\u003eSensorial preference changes destinies 147\u003c\/p\u003e \u003cp\u003eDo silkworms only eat mulberry leaves? 148\u003c\/p\u003e \u003cp\u003eHumans live with smells 149\u003c\/p\u003e \u003cp\u003eStage of development 149\u003c\/p\u003e \u003cp\u003eWhat happens if you can no longer feel taste or smell? 150\u003c\/p\u003e \u003cp\u003eAre humans free from pheromones 152\u003c\/p\u003e \u003cp\u003eThe healing power of aromas 156\u003c\/p\u003e \u003cp\u003eAromatherapy 157\u003c\/p\u003e \u003cp\u003eAromachology 158\u003c\/p\u003e \u003cp\u003ePhytoncide 159\u003c\/p\u003e \u003cp\u003eIs geosmin foul or pleasant? 161\u003c\/p\u003e \u003cp\u003eMultiple chemical sensitivity (mcs): there are people who are really intolerant to odorous chemicals 162\u003c\/p\u003e \u003cp\u003eReferences 164\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8 Taste is Regulated by Flavor, and Flavor is Regulated by the Brain 167\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe sense of smell is directly connected to the imbic system, in other words, to survival and emotion 167\u003c\/p\u003e \u003cp\u003eNeuroplasticity in the brain 169\u003c\/p\u003e \u003cp\u003eIs synesthesia a malfunction or a blessing? 170\u003c\/p\u003e \u003cp\u003eTaste is a typical phenomenon of synesthesia and neuroplasticity 172\u003c\/p\u003e \u003cp\u003eOrbitofrontal cortex: where sight, taste, smell, and touch meet 173\u003c\/p\u003e \u003cp\u003eTaste is a part of pleasure, and that pleasure becomes a part of taste 174\u003c\/p\u003e \u003cp\u003eExperience affects taste: familiar foods are preferred 176\u003c\/p\u003e \u003cp\u003eThe feeling of disgust can be acquired through learning 177\u003c\/p\u003e \u003cp\u003eTaste is affected by temperature 178\u003c\/p\u003e \u003cp\u003ePrice: expectation affects the taste 179\u003c\/p\u003e \u003cp\u003ePrejudices are effective at distorting perceived senses 180\u003c\/p\u003e \u003cp\u003eEven the data from an expert research firm cannot promise success in sales 181\u003c\/p\u003e \u003cp\u003eSensorial perception is an illusion 183\u003c\/p\u003e \u003cp\u003eTaste and aroma do not exist 185\u003c\/p\u003e \u003cp\u003eA good product image makes it taste better 185\u003c\/p\u003e \u003cp\u003eReferences 187\u003c\/p\u003e \u003cp\u003e\u003cb\u003e9 The Future of Taste and Aroma 189\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eRaw ingredient resources gradually become simplified and their original aromas disappear 189\u003c\/p\u003e \u003cp\u003eMore scientific technologies will be incorporated into the culinary arts 190\u003c\/p\u003e \u003cp\u003eWhat is the difference between cooking and the processing of foods? 192\u003c\/p\u003e \u003cp\u003eAroma-releasing television or movies 194\u003c\/p\u003e \u003cp\u003eIs the taste of processed foods inferior to that of natural foods? 196\u003c\/p\u003e \u003cp\u003eIs it true that obsessions with flavors and seasonings have decreased? 199\u003c\/p\u003e \u003cp\u003eDo technological developments of taste modifications induce obesity or become a key solution to the problem? 201\u003c\/p\u003e \u003cp\u003eTechnology of satiety: technology of cognitive science for taste and olfactory senses is the technology of the future 202\u003c\/p\u003e \u003cp\u003eSatiety control 203\u003c\/p\u003e \u003cp\u003eThe era of supernormal stimuli 205\u003c\/p\u003e \u003cp\u003eReferences 206\u003c\/p\u003e \u003cp\u003e\u003cb\u003e10 Concluding Remarks 207\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eReferences 211\u003c\/p\u003e \u003cp\u003eIndex 213\u003c\/p\u003e \u003cp\u003e\"Anyone with an interest in foods, flavours or fragrances (dare I say most of us!) will definitely 'sniff out' something of value from this book.\"  (\u003ci\u003eChemistry in Australia\u003c\/i\u003e, 1 October 2015)\u003c\/p\u003e \u003cp\u003e\"Other readers with a professional (e.g. culinary and food service) or personal interest in food will also find the book interesting as it provides a user-friendly account of the mechanisms of flavor and aroma which will provide new insights into their craft.\"  (\u003ci\u003eBiotech, Agro, Soc \u0026amp; Env\u003c\/i\u003e, 1 September 2015)\u003c\/p\u003e \u003cp\u003e\u003cb\u003eNak-Eon Choi \u003c\/b\u003eis Research Director at Sias Co, Ltd, Seoul, South Korea.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eJung H. Han, PhD \u003c\/b\u003eCFS is an Adjunct Associate Professor in the Department of Food Science and Human Nutrition at\u003cbr\u003ethe University of Illinois at Urbana\/Champaign, USA.\u003c\/p\u003e \u003cp\u003eTaste is the number one driving force in the decision to purchase a food product and food consumption is the most critical function for living organisms to obtain the energy and resources essential to their vitality. Flavor and aroma are therefore universally important concepts: intrinsic to human well-being and pleasure, and of huge significance for the multi-trillion dollar global food business.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eHow Flavor Works: the Science of Taste and Aroma\u003c\/i\u003e offers a fascinating and accessible primer on the concepts of flavor science for all who have an interest in food and related topics. Professionals and students of food science and technology who do not already specialize in flavor science will find it a valuable reference on a topic crucial to how consumers perceive and enjoy food products. In this regard, it will also be of interest to product developers, marketers and food processors. Other readers with a professional (eg culinary and food service) or personal interest in food will also find the book interesting as it provides a user-friendly account of the mechanisms of flavor and aroma which will provide new insights into their craft.\u003c\/p\u003e","brand":"Wiley-Blackwell","offers":[{"title":"Default Title","offer_id":47989374222565,"sku":"NP9781118865477","price":95.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781118865477.jpg?v=1761783864","url":"https:\/\/k12savings.com\/es\/products\/how-flavor-works-isbn-9781118865477","provider":"K12savings","version":"1.0","type":"link"}