All posts filed under: sensory science

Learning to Perceive

While perceptual learning plays an important role in evaluating wine, there’s another phenomenon related to perception that arises from the wine itself: perceptual interaction. When our olfactory system
is confronted with complex aromas, we often perceive them as a single aroma due to odor blending in a process known as
configural perception (our perception of the smell of coffee as a single aroma is just one of many examples).

The bitter truth

According to neuroscientist Camilla Arndal Andersen, how consumers describe the taste of food can be misleading largely due to inherent biases. Among the most problematic is the “courtesy bias,” which comes into play when people respond with what they see as a socially acceptable opinion that doesn’t accurately reflect how they feel. There’s also the “bias blind spot,” in which we think we’re less biased than others. In short, we’re biased about our biases.