Extrinsic information influences taste and flavor perception: A review from psychological and neuroimaging perspectives

Comparing Taste Perception Across Modalities in Healthy Adults: Liquids Versus Dissolvable Taste Strips

Taste stimulation has rehabilitative value in dysphagia management, as it activates salient underlying afferent pathways to swallowing which may evoke feedforward effects on swallow biomechanics. Despite its potential beneficial effects on swallow physiology, taste stimulation's clinical application is limited for persons unsafe to orally consume food/liquid. This study aimed to create edible, dissolvable taste strips matched to flavor profiles previously used in research assessing taste's effects on swallowing physiology and brain activity, and to evaluate how similar their perceived intensity and hedonic, or palatability, ratings were between their liquid counterparts. Plain, sour, sweet-sour, lemon, and orange flavor profiles were custom-made in taste strips and liquid modalities. The generalized Labeled Magnitude Scale and hedonic generalized Labeled Magnitude Scale were used to assess intensity and palatability ratings for flavor profiles in each modality. Healthy participants were recruited and stratified across age and sex. Liquids were rated as more intense than taste strips; however, there was no difference in palatability ratings between the modalities. There were significant differences across flavor profiles in intensity and palatability ratings. Collapsed across liquid and taste strip modalities, pairwise comparisons revealed all flavored stimuli were rated as more intense than the plain profile, sour was perceived as more intense and less palatable than all other profiles, and orange was rated as more palatable than sour, lemon, and plain tastants. Taste strips have useful implications for dysphagia management, as they could offer safe and patient-preferred flavor profiles to potentially provide advantageous swallowing and neural hemodynamic responses.

Discrimination exposure impacts unhealthy processing of food cues: crosstalk between the brain and gut

Experiences of discrimination are associated with adverse health outcomes, including obesity. However, the mechanisms by which discrimination leads to obesity remain unclear. Utilizing multi-omics analyses of neuroimaging and fecal metabolites, we investigated the impact of discrimination exposure on brain reactivity to food images and associated dysregulations in the brain-gut-microbiome system. We show that discrimination is associated with increased food-cue reactivity in frontal-striatal regions involved in reward, motivation and executive control; altered glutamate-pathway metabolites involved in oxidative stress and inflammation as well as preference for unhealthy foods. Associations between discrimination-related brain and gut signatures were skewed towards unhealthy sweet foods after adjusting for age, diet, body mass index, race and socioeconomic status. Discrimination, as a stressor, may contribute to enhanced food-cue reactivity and brain-gut-microbiome disruptions that can promote unhealthy eating behaviors, leading to increased risk for obesity. Treatments that normalize these alterations may benefit individuals who experience discrimination-related stress.

Which visual elements on packaging affect perceived credibility? A case study of in vitro diagnostic kits

With increasing public health awareness and the unprecedented global health crisis, consumers' demand for in vitro diagnostic (IVD) reagents is gradually increasing. However, consumer mistrust remains a significant barrier to purchasing and using IVD products. Pharmaceutical companies and governments prioritizing direct-to-consumer (DTC) marketing have recognized the impact of visual packaging elements on consumer perception. Thus, we researched whether visual packaging elements systematically influence consumers' perceived credibility of IVD products' credence attributes, namely, their ability to protect personal and public health. Combining previous related studies, this study was conducted experimentally with rapid diagnostic test (RDT) kits, assuming that the visual elements (i.e., typeface, color, pattern, and information) of packaging can influence consumers' perceived credibility of RDT kits and explored which elements are more credible. Questionnaires were randomly selected and assigned to 216 participants. The results indicated that all four elements influenced the participants' perceived credibility. Specifically, a sans serif typeface, realistic pattern, chromatic color, and more information made the participants feel more credible. Our research results fill a gap in the consumer perception of over-the-counter (OTC) pharmaceutical products by providing new insights into dissecting consumer perceptions. This offers a novel design strategy for online and offline marketing and promotional efforts by different companies and governmental organizations.

Nutrition claims influence expectations about food attributes, attenuate activity in reward-associated brain regions during tasting, but do not impact pleasantness

INTRODUCTION

Nutrition claims are one of the most common tools used to improve food decisions. Previous research has shown that nutrition claims impact expectations; however, their effects on perceived pleasantness, valuation, and their neural correlates are not well understood. These claims may have both intended and unintended effects on food perception and valuation, which may compromise their effect on food decisions.

METHODS

We investigated the effects of nutrition claims on expectations, perceptions, and valuation of milk-mix drinks in a behavioral (n = 110) and an fMRI (n = 39) study. In the behavioral study, we assessed the effects of a "fat-reduced" and a "protein-rich" nutrition claim on expected and perceived food attributes of otherwise equal food products. In the fMRI study, we investigated the effect of a "protein-rich" claim on taste pleasantness perception and valuation, and on their neural correlates during tasting and swallowing.

RESULTS

We found that both nutrition claims increased expected and perceived healthiness and decreased expected but not perceived taste pleasantness. The "protein-rich" claim increased expected but not perceived satiating quality ratings, while the "fat-reduced" claim decreased both expected and perceived satiating quality ratings. In the absence vs. presence of the "protein-rich" claim, we observed an increased activity in a cluster extending to the left nucleus accumbens during tasting and an increased functional connectivity between this cluster and a cluster in right middle frontal gyrus during swallowing.

CONCLUSION

Altogether, we found that nutrition claims impacted expectations and attenuated reward-related responses during tasting but did not negatively affect perceived pleasantness. Our findings support highlighting the presence of nutrients with positive associations and exposure to foods with nutrition claims to increase their acceptance. Our study offers insights that may be valuable in designing and optimizing the use of nutrition claims.

Do the Colors of the Label and the Sweetening Agent Information Influence the Sensory Expectations Consumer? A Case Study with Skyr-Type Yogurt

The objective of this research was to evaluate the sensory expectation and buying intention of consumers from different Brazilian regions for skyr-type yogurt based on the colors and sweetener on its label. Ten images of skyr mango yogurt labels were created varying in color (orange, white, yellow, blue, and green) and sweetening agent (sucrose and natural sweeteners). Consumers (151 consumers) were asked to rate their expectation for the ideal of sweetness, healthiness, acceptance, and buying intention. Labels containing the information “sweetened with sucrose” had a higher percentage of expectation of sweeter than ideal. Label color and sweetening agent had a significant effect on the expectation of acceptance, with a higher percentage for yogurt sweetened with natural sweeteners. There were not statistical differences (p > 0.05) between the labels regarding expected healthiness. Results also showed that consumers had a low level of familiarity with skyr-type yogurts, but it is presented as a healthy yogurt alternative.

Differences in regional gray matter volume predict the extent to which openness influences judgments of beauty and pleasantness of interior architectural spaces

Hedonic evaluation of sensory objects varies from person to person. While this variability has been linked to differences in experience, little is known about why stimuli lead to different evaluations in different people. We used linear mixed-effects models to determine the extent to which the openness, contour, and ceiling height of interior spaces influenced the beauty and pleasantness ratings of 18 participants. Then, by analyzing structural brain images acquired for the same group of participants, we asked if any regional gray matter volume (rGMV) covaried with these differences in the extent to which the three features influence beauty and pleasantness ratings. Voxel-based morphometry analysis revealed that the influence of openness on pleasantness ratings correlated with rGMV in the anterior prefrontal cortex (Brodmann area (BA)-10), and the influence of openness on beauty ratings correlated with rGMV in the temporal pole (BA38) and cluster, including the posterior cingulate cortex (BA31) and paracentral lobule (BA5/6). There were no significant correlations involving contour or ceiling height. Our results suggest that regional variance in gray matter volume may play a role in the computation of hedonic valuation and account for differences in the way people weigh certain attributes of interior architectural spaces.

Effective Connectivity in the Human Brain for Sour Taste, Retronasal Smell, and Combined Flavour

The anterior insula and rolandic operculum are key regions for flavour perception in the human brain; however, it is unclear how taste and congruent retronasal smell are perceived as flavours. The multisensory integration required for sour flavour perception has rarely been studied; therefore, we investigated the brain responses to taste and smell in the sour flavour-processing network in 35 young healthy adults. We aimed to characterise the brain response to three stimulations applied in the oral cavity—sour taste, retronasal smell of mango, and combined flavour of both—using functional magnetic resonance imaging. Effective connectivity of the flavour-processing network and modulatory effect from taste and smell were analysed. Flavour stimulation activated middle insula and olfactory tubercle (primary taste and olfactory cortices, respectively); anterior insula and rolandic operculum, which are associated with multisensory integration; and ventrolateral prefrontal cortex, a secondary cortex for flavour perception. Dynamic causal modelling demonstrated that neural taste and smell signals were integrated at anterior insula and rolandic operculum. These findings elucidated how neural signals triggered by sour taste and smell presented in liquid form interact in the brain, which may underpin the neurobiology of food appreciation. Our study thus demonstrated the integration and synergy of taste and smell.

Underpredicting pain: an experimental investigation into the benefits and risks

ABSTRACT

Expectancies can shape pain and other experiences. Generally, experiences change in the direction of what is expected (ie, assimilation effects), as seen with placebo effects. However, in case of large expectation-experience discrepancies, experiences might change away from what is expected (ie, contrast effects). Previous research has demonstrated contrast effects on various outcomes, but not pain. We investigated the effects of strong underpredictions of pain on experienced pain intensity. In addition, we assessed related outcomes including (certainty of) expectations, fear of pain, pain unpleasantness, autonomic responses, and trust. Healthy participants (study 1: n = 81 and study 2: n = 123) received verbal suggestions that subsequent heat stimuli would be moderately or highly painful (correct prediction), mildly painful (medium underprediction; study 2 only), or nonpainful (strong underprediction). Both studies showed that participants experienced less intense pain upon strong underprediction than upon correct prediction (ie, assimilation). Expected pain, fear of pain, and pain unpleasantness were generally also lowered. However, strong underprediction simultaneously lowered certainty of expectations and trust in the experimenter. Study 2 indicated that the effects of strong underprediction vs medium underprediction generally did not differ. Moreover, study 2 provided some indications for reduced heart rate and skin conductance levels but increased skin conductance responses upon strong underprediction. In conclusion, even strong underpredictions of pain can reduce pain (ie, cause assimilation), although not significantly more than medium underpredictions. However, strong underpredictions can cause uncertainty and undermine trust. These findings suggest that healthcare providers may wish to be cautious with providing overly positive information about painful medical procedures.

Measuring the Effect of Blockchain Extrinsic Cues on Consumers' Perceived Flavor and Healthiness: A Cross-Country Analysis

Many studies in the related literature have proven that the perception of flavor and healthiness can be affected by both the product’s intrinsic and extrinsic cues. Package designs, brands, colors, labels and other visual elements exert and influence consumers’ expectations and guide them toward food decisions. With the increasing initiatives promoted within Europe in support of the adoption of blockchain technology in supply chains and agri-food contexts, in the coming years, packages will be used with additional product information certified with the technology itself. Cueing packages with blockchain-certified information could affect consumers in their overall flavor and health perceptions, similarly to that previously demonstrated with other extrinsic cues. In the present study, we analyzed a sample of 310 primary grocery shoppers from Germany, Italy and the UK, demonstrating the effectiveness of technology-certified information on the package of animal milk in influencing consumers’ flavor and health perceptions and exploring the differences and similarities across the three countries and milk categories.

Dysphagia-Related Health Information Improved Consumer Acceptability of Thickened Beverages

Most people tend to think that healthy foods do not taste good. This view could have a negative impact on the taste of the food that people eat for health. However, if health-related information is provided to avoid negative aspects, acceptability may improve. Thus, this study investigated changes in consumers’ sensory perception of thickened beverages before and after the provision of dysphagia-related health information. Sixty young (19–39 years old) and middle-aged (40–64 years old) consumers participated in two experiment sessions conducted one week apart. The first session proceeded without any information and the second provided information about dysphagia and the need for dietary modification before evaluation. Three beverages (orange juice, red bean water, and sports drink) were used in nectar-like (51–350 cP) and honey-like (351–1750 cP) forms; original beverage samples (0%) were used as the control. Consumers were asked about acceptability, liking the flavor, intensity, and general health interest (GHI). An analysis of variance was performed to show the change in flavor rating and acceptability between the two sessions. Although there were age-related differences in response to the samples, thickened beverages were rated as more acceptable, in terms of their characteristics (swallowing, viscosity, and mouthfeel) after the information was provided. There were no significant differences for the 0% samples. The mean GHI values were 3.97 ± 0.85 and 4.81 ± 0.68 for the young and middle-aged groups, respectively. High and low GHI groups were analyzed. The high GHI group showed significant differences in acceptability in the informed evaluation, whereas the low GHI group was not influenced by the information.

Less Is Better: How Nutrition and Low-Carbon Labels Jointly Backfire on the Evaluation of Food Products

(1) Background: Labeling is one of the significant strategies to guide sustainable consumption behaviors. Nowadays, multi labels being displayed on the front-of-pack of food products is a common phenomenon. However, labels seldom operate solo, and competition or complement effects may be exerted on different labels. Therefore, the research objective is to explore the interaction effect when nutrition and low-carbon labels appear simultaneously; (2) Methods: Across four scenario-based experiments, including ice cream, yogurt, steak, and toast, this study manipulated the separate and joint occurrences of low-carbon and nutrition labels, the interaction effect of joint labels was tested, and the serial mediation model, which includes resource allocation and anticipated enjoyment of food consumption, was verified; (3) Results: Results show that people have a positive preference for the nutrition label and the carbon label, respectively, while these two labels working simultaneously attenuate the positive effect of the single label. When facing nutrition and carbon labels simultaneously, people would infer partial resources are allocated to healthy and environmental aspects so they have a lower anticipated enjoyment from food consumption. Thus, these two labels working simultaneously attenuate the positive effect of the single label, and consumers have a lower evaluation of food products. In addition, the joint backfire on the effect is only exerted on people with a higher level of zero-sum bias and only when joint labels have a high consistency of labels; (4) Conclusions: This study solved the contradictory problem of the joint effect of positive labels. The findings in this research contribute to promote sustainable food consumption. We suggest that similar labels should be avoided in the same front-of-pack of food, and manufacturers need to use ads to bring down consumers' zero-sum bias.

Addition of a visual cue to rice increases perceived flavour intensity but not liking

Rice is a common staple for about 50% of the world population. Sodium based ingredients such as table salt (NaCl) and mono-sodium glutamate (MSG) are often added to rice to increase flavour intensity and subsequent liking. Due to negative health consequences of excessive NaCl consumption and negative consumer perception of MSG, alternative strategies to increase perceived flavour intensity of rice are needed. As such, the present research aimed to investigate the effect of a visual product cue on perceived flavour intensity and liking of rice. In a within-subject, randomised design, 151 participants tasted six different rice samples (i.e., with and without a visual cue, at 0%, 0.05% and 0.1% MSG concentrations). Next, they rated perceived flavour intensity (rank-order and general labelled magnitude scale measures), liking (9-point hedonic scale) and preference (rank-order), over two sessions separated by one week. Across all MSG concentrations, the presence of the visual cue significantly increased reported perceived flavour intensity. No effect of the visual cue on liking nor preference were found. In conclusion, a visual product cue increased perceived flavour intensity of rice, but not liking or preference.

Extrinsic Factors Underlying Food Valuation in the Human Brain

Subjective values for food rewards guide our dietary choices. There is growing evidence that value signals are constructed in the brain by integrating multiple types of information about flavor, taste, and nutritional attributes of the foods. However, much less is known about the influence of food-extrinsic factors such as labels, brands, prices, and packaging designs. In this mini-review article, we outline recent findings in decision neuroscience, consumer psychology, and food science about the effect of extrinsic factors on food value computations in the human brain. To date, studies have demonstrated that, while the integrated value signal is encoded in the ventromedial prefrontal cortex, information on the extrinsic factors of the food is encoded in diverse brain regions previously implicated in a wide range of functions: cognitive control, memory, emotion and reward processing. We suggest that a comprehensive understanding of food valuation requires elucidation of the mechanisms behind integrating extrinsic factors in the brain to compute an overall subjective value signal.

Impact of Common Food Labels on Consumer Liking in Vanilla Yogurt

As competition on super market shelves is higher than ever, the importance of product concepts, communicated through labels, can dictate a product’s success or failure. However, it is possible for labels to affect a consumer’s experience, changing the overall response to the product. In this study, we tested samples of vanilla yogurt with one of four commonly used labeling concepts (high-protein, low-fat, made with stevia and all-natural) on sensory perception, consumer liking, expected consumption amount, and willingness to pay (WTP) in a consumer test (n = 108). Each participant evaluated five samples of the same vanilla yogurt identified with one of the labels, or an unlabeled control. Results showed panelists liked the samples labeled with low-fat and high-protein to the greatest degree, with all-natural scoring the lowest. Those more concerned with protein content found the samples less satiating, dependent on sex. Sweetness was also perceived more highly in younger panelists, with panelists WTP dependent on their liking of the labels. Results highlight the importance of labeling as an extrinsic cue affecting liking ratings, with potential ramification for ultimate product success. Understanding consumers’ response to labels, as well as their attitudes, has broad implications for food marketing, as well as public health and the study of eating habits.

Sugar labeling: How numerical information of sugar content influences healthiness and tastiness expectations

Overconsumption of highly sugary foods contributes to increases in obesity and diabetes in our population, and initiatives are issued worldwide to reduce sugar content in food products. However, it is unclear how the presentation of reduced sugar content on food packages affects taste expectations of consumers. Based on the learned knowledge about negative health effects of sugar and the common belief that unhealthy food tastes better than healthy food, consumers might conclude that lower sugar levels are associated with higher healthiness and lower tastiness. Addressing this concern, we examined how quantitative information about sugar content without any verbal description influences consumers’ health and taste expectations of dairy desserts. We asked participants to indicate the expected healthiness and tastiness of randomly sampled dairy desserts, while varying systematically the quantitative sugar information provided in a label presented with the desserts (numerical sugar level in grams per 100 grams of product: low vs. original vs. high). We assumed that quantitative sugar content is not equally associated with healthiness and tastiness of products and that numerical information about sugar content informs health more than taste expectations. Therefore, we predicted that consumers expect higher healthiness, but not to the same degree lower tastiness for products with reduced sugar contented compared to products with higher sugar content. The results of the present study are in line with this hypothesis. We found that consumers expected desserts with less sugar to be healthier than desserts with higher levels of sugar. The experimentally varied sugar levels did not affect the tastiness expectations. Notably, consumers did not follow the unhealthy = tasty intuition and did not devaluate the tastiness of desserts because of heightened healthiness expectations. Our findings suggest that sole numerical information about sugar content—an important nutritional value—is more diagnostic in the construction of healthiness rather than tastiness expectations of food products.

Colouring perception: Package colour cues affect neural responses to sweet dairy drinks in reward and inhibition related regions

Extrinsic product cues such as package colour may change product perception and perceived reward value during product evaluation. Healthier foods (i.e., 'light', sugar- or fat-reduced) often have different packages than regular products, e.g., they may be less vibrantly coloured. People vary in their degree of health-interest and self-control ability and may be affected differently by package colour. This study assesses the extent to which package colour and participant characteristics interact and influence product perception and brain responses. Thirty-four healthy females performed a functional MRI task in which they viewed four differently coloured packages (regular vs. healthier; differing in brightness and saturation levels) with or without simultaneously tasting a either a regular or a healthier calorie-reduced drink. Results indicate main effects of package and taste and a package*taste interaction effect. Compared to healthier packages viewing regular packages enhanced activation in region implicated in inhibitory control (inferior frontal gyrus) and a reward-related region (striatum), the latter even more so as participants' health interest increased (r = 0.43, p = 0.01). Incongruent package-taste combinations decreased activation in the orbitofrontal cortex (OFC, a region implicated in reward representation) compared to congruent combinations. Tasting the healthier compared to regular product enhanced activation in the middle and superior frontal gyrus, which are implicated in inhibitory control, as well as the striatum and OFC, suggesting a cognitively driven preference for the healthier product. In conclusion, this paper provides evidence for the conditions under which package colour and taste properties modulate neural correlates related to reward and inhibition. Individual differences in health-interest and impulsivity influence package- and taste-related neural correlates and thus underscore the importance of taking participant characteristics into account in food research.

The taste system in fishes and the effects of environmental variables

The adaptability of the taste system in fish has led to a large variety in taste bud morphology, abundance and distribution, as well as in taste physiology characteristics in closely related species with different modes of life and feeding ecology. However, the modifications evoked in the sense of taste, or gustation, particularly during ontogeny when fishes are subject to different environmental variables, remain poorly studied. This review paper focusses on current knowledge to show how plastic and resistant the taste system in fishes is to various external factors, linked to other sensory inputs and shifts in physiological state of individuals. Ambient water temperature is fundamental to many aspects of fish biology and taste preferences are stable to many substances, however, the taste-cell turnover rate strongly depends on water temperature. Taste preferences are stable within water salinity, which gives rise to the possibility that the taste system in anadromous and catadromous fishes will only change minimally after their migration to a new environment. Food-taste selectivity is linked to fish diet and to individual feeding experience as well as the motivation to feed evoked by attractive (water extracts of food) and repellent (alarm pheromone) odours. In contrast, starvation leads to loss of aversion to many deterrent substances, which explains the consumption by starving fishes of new objects, previously refused or just occasionally consumed. Food hardness can significantly modify the final feeding decision to swallow or to reject a grasped and highly palatable food item. Heavy metals, detergents, aromatic hydrocarbons and other water contaminants have the strongest and quickest negative effects on structure and function of taste system in fish and depress taste perception and ability of fishes to respond adequately to taste stimuli after short exposures. Owing to phenotypic plasticity, the taste system can proliferate and partially restore the ability of fishes to respond to food odour after a complete loss of olfaction. In general, the taste system, especially its functionality, is regarded as stable over the life of a fish despite any alteration in their environment and such resistance is vital for maintaining physiological homeostasis.

Effects of packaging design on sensory liking and willingness to purchase: A study using novel chocolate packaging

Packaging is the first impression consumers have of food products which determines likelihood of purchasing. Therefore, the objective of this study was to evaluate the effect of chocolate packaging design on sensory liking and willingness to purchase (WTP) of consumers (n = 75) under three conditions:(1) blind [product], (2) packaging, and (3) informed [product and packaging]. The same chocolate tasted in (1) was wrapped in six different packaging concepts (bold, fun, every day, special, healthy, premium) developed based on TNS NeedScope™ model for (3). There were significant differences in liking towards taste based on packaging. Liking scores for (3) reduced when expectations created by packaging were not met. Regression analysis explained, taste had strongest association (r = 0.73) towards WTP. Cochran's Q and McNemar tests showed significant differences in frequencies of emotion-based terms between packaging and informed conditions. These findings can be used in product design to evaluate product attributes by enhancing emotional attachment towards chocolate.

Intensity expectation modifies gustatory evoked potentials to sweet taste: Evidence of bidirectional assimilation in early perceptual processing

Expectations can affect subjective sensory and hedonic ratings of tastes, but it is unclear whether they also shape sensory experience at a perceptual level. The neural correlates of the taste‐expectancy relationship were explored through EEG analysis. Using a trial‐by‐trial cueing paradigm, lingual delivery of 0.05 M or 0.3 M sucrose solutions was preceded by congruent or incongruent visual cues designed to promote anticipation of either a low‐sweet or high‐sweet solution. When participants were cued to expect low‐sweet, but received high‐sweet (incongruent cue), intensity ratings for high‐sweet decreased. Likewise, expectation of high‐sweet increased intensity ratings of low‐sweet solutions. Taste‐dependent, right central‐parietal gustatory ERPs were detected, with greater P1 (associated with greater right insula activation) and P2 peak amplitudes for high‐sweet tastes. Valid cue‐taste pairings led to specific reduced right‐lateralized N400 responses (associated with an attenuation in right insula activation) compared with invalid cue‐taste pairings. Finally, P1 amplitudes following invalidly cued low‐sweet tastes closely matched those generated by expected high‐sweet tastes, and P1 amplitudes for invalidly cued high‐sweet tastes resembled those generated by low‐sweet tastes. We conclude that, as well as modifying subjective ratings toward the anticipated intensity level, expectations affect cortical activity in a top‐down manner to induce bidirectional assimilation in the early perceptual processing of sweet taste and modulate N400 ERP components not previously associated with gustatory stimulation.

An fMRI study on the influence of sommeliers' expertise on the integration of flavor

Flavors guide consumers' choice of foodstuffs, preferring those that they like and meet their needs, and dismissing those for which they have a conditioned aversion. Flavor affects the learning and consumption of foods and drinks; what is already well-known is favored and what is new is apprehended. The flavor of foodstuffs is also crucial in explaining some eating behaviors such as overconsumption. The "blind" taste test of wine is a good model for assessing the ability of people to convert mouth feelings into flavor. To determine the relative importance of memory and sensory capabilities, we present the results of an fMRI neuro-imaging study involving 10 experts and 10 matched control subjects using wine as a stimulus in a blind taste test, focusing primarily on the assessment of flavor integration. The results revealed activations in the brain areas involved in sensory integration, both in experts and control subjects (insula, frontal operculum, orbitofrontal cortex, amygdala). However, experts were mainly characterized by a more immediate and targeted sensory reaction to wine stimulation with an economic mechanism reducing effort than control subjects. Wine experts showed brainstem and left-hemispheric activations in the hippocampal and parahippocampal formations and the temporal pole, whereas control subjects showed activations in different associative cortices, predominantly in the right hemisphere. These results also confirm that wine experts work simultaneously on sensory quality assessment and on label recognition of wine.