Food PleasureFood Pleasure: : Principles & PracticePrinciples & Practice

Steven Witherly, Steven Witherly, PhDPhD

Technical Products Technical Products IncInc

Talk Talk OutlineOutline Latest Research in Chemical SensesLatest Research in Chemical Senses

How How Many SensesMany Senses are there? are there? Latest Latest TasteTaste Research Research Latest Latest OlfactionOlfaction research research

What is Food Pleasure?What is Food Pleasure? PleasurePleasure Center Center Important Food Important Food TheoriesTheories Food Pleasure EquationFood Pleasure Equation

Some ApplicationsSome Applications

Phenomenon Phenomenon ExplainedExplained

Junk FoodJunk Food Liking Liking Why is Why is GarlicGarlic Popular? Popular? Why do People Like Why do People Like HotHot Food? Food? Why is Why is VanillaVanilla the #1 Flavor? the #1 Flavor? What are What are Taste AversionsTaste Aversions?? Why do We Like Why do We Like ChocolateChocolate??

Worldwide Food Worldwide Food IndustryIndustry

3.3 Trillion Dollars!3.3 Trillion Dollars!

Food Navigator 3/3/2005

Food Industry Food Industry (Big (Big Bucks)Bucks)

Food Industry is Almost a Food Industry is Almost a Trillion Dollar Industry! Trillion Dollar Industry!

Fast Food alone is 100 Fast Food alone is 100 billion!billion!

Snack Food 100 billion!Snack Food 100 billion!

Food Theories?Food Theories?

We are All Experts?We are All Experts? Pangborn told Pangborn told

me:me: ““Since Since

everyone has a everyone has a nose and nose and tongue we all tongue we all think we are think we are experts on experts on good food”good food”

Fundamental Fundamental TheoriesTheories Central Limit Theory (mathematics)Central Limit Theory (mathematics) Pareto’s Principle (80/20 rule)Pareto’s Principle (80/20 rule) Theory of Relativity (Einstein)Theory of Relativity (Einstein) Big Bang TheoryBig Bang Theory Theory of Everything (String)Theory of Everything (String) Evolutionary Theory (Darwin)Evolutionary Theory (Darwin) Entropy Theory (Thermodynamics)Entropy Theory (Thermodynamics) Gravitational Theory (Newton)Gravitational Theory (Newton)

Food PleasureFood Pleasure

Physiological Aspects of Physiological Aspects of Sensory PleasureSensory Pleasure

In FoodsIn Foods

ByBy

Steven A. Witherly, PhD Steven A. Witherly, PhD

Robert Hyde, PhDRobert Hyde, PhD

Why Humans LikeWhy Humans Like Junk Food Junk Food

ByBy

Steven A. Witherly, Steven A. Witherly, Ph.D.Ph.D.

Technical Products Inc.Technical Products Inc.Note: The Original Slide Version that Started my Research on Food PleasureNote: The Original Slide Version that Started my Research on Food PleasureNow Updated with Now Updated with current researchcurrent research!!

Why Study Junk Why Study Junk Food?Food?

Insights into Ingestive Insights into Ingestive BehaviorBehavior Design Healthy FoodsDesign Healthy Foods Understand Obesity CrisesUnderstand Obesity Crises Study Weight Loss Study Weight Loss IngredientsIngredients

Lecture was dedicated to Professor Rose Marie Pangborn who asked us to write about food palatability

Doritos Doritos EffectEffect

Food Company Food Company Powerhouses:Powerhouses:

Food PowerhousesFood Powerhouses

Where to Begin?Where to Begin? Let’s Start Let’s Start

with Some with Some FundamentaFundamental Aspects of l Aspects of Food Intake!Food Intake!

Most Fundamental of Most Fundamental of All!All! BrainBrain runs on: runs on:

GlucoseGlucose—95% (—95% (FATFAT:ketone bodies):ketone bodies) Fat CellsFat Cells Run on Run on

Fatty acidsFatty acids and and GlucoseGlucose MuscleMuscle Runs on: Runs on:

AminoAmino acidsacids-branched chain AA-branched chain AA IntestineIntestine Runs on: Runs on:

Glucose/Glucose/AminoAmino acidsacids-glutamine-glutamine

Is Carbohydrate Essential?Is Carbohydrate Essential?

Intake Intake PrinciplesPrinciples

1. Brain Designed to 1. Brain Designed to Seek Seek Calories (fat)Calories (fat)

2. Each System 2. Each System TalkTalk to Each Other!to Each Other!

3. System is Biased 3. System is Biased UpwardUpward

4. System has Long 4. System has Long Term Term MemoryMemory

5. System uses 5. System uses PleasurePleasure for Control for Control

BrainBrain

GUTGUT Fat CellFat Cell

Simplified Food Simplified Food IntakeIntake

ChemicalChemicalSensesSenses

Human Diet Human Diet EvolutionEvolution

SaltSalt, , fatfat and and sugarsugar scare in Past! scare in Past!

Thrifty Gene HypothesisThrifty Gene Hypothesis

Lean meats, berries, whole grains, vegetables, fruits, honeyLean meats, berries, whole grains, vegetables, fruits, honey

Chemical SensesChemical Senses

Chemical Senses OverviewChemical Senses Overview

Sense of TasteSense of Taste The basic tastesThe basic tastes Additional taste sensationsAdditional taste sensations

Sense of SmellSense of Smell Aroma senseAroma sense Trigeminal senseTrigeminal sense

Brain Flavor Processing (OFC)Brain Flavor Processing (OFC)

Number of Number of Senses?Senses? Just the Classic Five?Just the Classic Five?

I don’t think so!I don’t think so! More than 20!More than 20!

Erotic skin receptorsErotic skin receptors Positional SensePositional Sense MSGMSG Heat & Cold PerceptionHeat & Cold Perception Hot Pepper (Vanilloid)Hot Pepper (Vanilloid)

Bruce Durie, New Scientist MagazineBruce Durie, New Scientist Magazine

Sensory Homunculus Sensory Homunculus II 40% of all sensation from the mouth 40% of all sensation from the mouth

and faceand face Intestines about 5% of sensationIntestines about 5% of sensation

SensationSensation

IntestinesIntestines

What You Look What You Look Like!Like!

Sensory Sensory Input Input

To BrainTo Brain

StomachStomach: 2: 2ndnd Oral Receptor Oral Receptor SystemSystem

The stomach contains:The stomach contains: OsmoreceptorsOsmoreceptors Sense organs for:Sense organs for:

Amino acidsAmino acids Fatty acidsFatty acids GlucoseGlucose AcidsAcids

Noiciception (vanilloid)Noiciception (vanilloid) MechanoreceptorsMechanoreceptors TexturoreceptorsTexturoreceptors

Bodies 2Bodies 2ndnd chance to evaluate food! chance to evaluate food!

Bitter taste receptors!

Equally rich is Chantico's caloric Equally rich is Chantico's caloric content. A six-ounce cup of Chantico content. A six-ounce cup of Chantico contains 390 calories, 20g of fat and contains 390 calories, 20g of fat and 50g of carbs. 50g of carbs.

Liquid Gut Bomb!Liquid Gut Bomb!

Starbucks Chantico: Drinking ChocolateStarbucks Chantico: Drinking Chocolate

Sense of TasteSense of Taste MotivatesMotivates and and DirectsDirects Ingestion Ingestion Differentiates Differentiates toxinstoxins from nutrients from nutrients

Nutrition repletion causes hedonic Nutrition repletion causes hedonic appealappeal

Scott, Prog. Psychobiol. Physiol. Psy., 15:231 (92)

Bitter Sweetness(Bad) toxins (Good)

Taste is Number Taste is Number OneOne ““However, I can tell you that However, I can tell you that tastetaste

is always is always No. 1No. 1 and food cost is and food cost is always last”always last” John Buchanan, Lettuce Consulting Group, John Buchanan, Lettuce Consulting Group,

New Products Mag., feb. 2004New Products Mag., feb. 2004

Good tasteGood taste drivesdrives the ingestion of the ingestion of all food!all food!

Orosensation-what is Orosensation-what is it?it? Orosensation (somatosensory)Orosensation (somatosensory)

Vast Vast TrigeminalTrigeminal innervation of mouth innervation of mouth Texture, TouchTexture, Touch TemperatureTemperature Mouth burn and painMouth burn and pain

Trigeminal systemTrigeminal system contributes to both contributes to both the sensorimotor and motivational the sensorimotor and motivational control of ingestive behavior control of ingestive behavior (Zeigler)(Zeigler)

Somatosensation Somatosensation strongerstronger than taste! than taste!

8 Basic Tastes, Many 8 Basic Tastes, Many SensationsSensations HedonicHedonic Tastes Tastes

(1) Salty(1) Salty (2) Sweet(2) Sweet (3) Umami(3) Umami (4) Water Taste (Rolls)(4) Water Taste (Rolls)

AversiveAversive Tastes Tastes (5) Bitter(5) Bitter (6) Sour(6) Sour

EnergyEnergy Tastes Tastes (7) Fatty acid taste?(7) Fatty acid taste?

HeatHeat Taste Taste (8) Vanilloid receptor(8) Vanilloid receptor

Taste SensationsTaste Sensations AstringentAstringent Electric tasteElectric taste Alkaline tasteAlkaline taste Alcohol tasteAlcohol taste

Orosensation Orosensation (trigeminal)(trigeminal) TouchTouch TemperatureTemperature PainPain PressurePressure

Water Water Taste!Taste!

Orbital Frontal Cortex:Orbital Frontal Cortex:• PleasantnessPleasantness

Anterior Cingulate Cortex:Anterior Cingulate Cortex:• Secondary taste areaSecondary taste area• Emotional connectionEmotional connection

Insula:Insula:• Primary Taste CortexPrimary Taste Cortex• Codes Quality & IntensityCodes Quality & Intensity

Innately PleasurableInnately Pleasurable

ET Rolls

How Powerful is How Powerful is Taste?Taste? 33rdrd Most Potent Pleasure Most Potent Pleasure

stimulator behind:stimulator behind: Drugs (meth)Drugs (meth) SexSex Sucrose/SaltSucrose/Salt

Fat Taste IFat Taste I ““OrosensoryOrosensory” Perception [Feel]” Perception [Feel] ““Fat, Fatty Acids Fat, Fatty Acids activate taste activate taste

cellscells in tongue, throat and in tongue, throat and upper third of the esophagus…upper third of the esophagus…sending pleasurable signals to sending pleasurable signals to brain.brain.

““Thrilling PleasureThrilling Pleasure” (Rolls)” (Rolls)Schiffman, Current dir. Psych. Sci., 7:137 (98)

Mattes/Lermer, Prog. Lipid Res. 38:117 (99)

Why the Brain Prefers Why the Brain Prefers FatFat

If Glucose runs the Nervous System If Glucose runs the Nervous System why does the Brain Prefer Fat?why does the Brain Prefer Fat? Brain is 65% Fat!Brain is 65% Fat! Body Body Can’t StoreCan’t Store Much Glucose Much Glucose Fat Breaks Down to Fat Breaks Down to GlycerolGlycerol which which

Converts to GlucoseConverts to Glucose Ketone BodiesKetone Bodies are Brain & Muscle are Brain & Muscle

Friendly!Friendly!

Taste BudsTaste Buds

One tongue

http://www.cf.ac.uk/biosi/staff/jacob/teaching/sensory/taste.html

• 5000 taste buds/tongue5000 taste buds/tongue• 30-100 tb’s per papillae30-100 tb’s per papillae• 2500 taste buds elsewhere2500 taste buds elsewhere in mouthin mouth

Dozen cells

1200

1300

2200

General Taste General Taste TransductionTransduction

http://www.cf.ac.uk/biosi/staff/jacob/teaching/sensory/taste.html

fat

FattyAcid ionChannels on manyTaste cells

vanilloid

Nociceptive stimuli• capsaicin (hot peppers)• heat• pain

TRPV1 familyCa++

Taste & Taste & IndividualityIndividuality Single gene codes Single gene codes multiplemultiple taste taste

receptorsreceptors Some feel that taste evaluates Some feel that taste evaluates

metabolicmetabolic consequences! consequences! Wide variationWide variation in Bitter Perceptions in Bitter Perceptions

100’s of different genes!100’s of different genes! Basically: taste vs non-tasterBasically: taste vs non-taster

Current Biology, Feb 22, 2005

Taste PathwaysTaste Pathways•The Gustatory Nucleus receives projections from the taste buds of the tongue via cranial nerves VII (facial nerve), IX (glossopharyngeal nerve), and X (vagus nerve). The paired gustatory nuclei are located in the medulla, and are often called the solitary nuclei. Neurons within these nuclei encode the acceptability of a taste as well as its quality. For example, dangerous sour and bitter substances are encoded as bad tasting and are spit out, while life-sustaining sweet and salty substances are encoded as good tasting and are swallowed.• The gustatory nuclei send profuse projections to a number of brain regions including the pons, lateral hypothalamus, amygdala, ventral posterior thalamic nucleus, and the primary and secondary gustatory cortical regions. Gustatory projections to the hypothalamus (pleasure center) may play a role in the reinforcing effects of sweet and salty tastes when we are hungry.

Gastrointestinal inputinto solitary nuclei!

Sensory Sensory VariabilityVariability

““We live in our We live in our own sensory own sensory worldworld - individual differences - individual differences in sensory functioning…even in sensory functioning…even with simple aromas and with simple aromas and flavors…will not be similarly flavors…will not be similarly perceived as acceptable.”perceived as acceptable.”

David Mela, Prepared Foods, July, 1996

                                         

                                                                                         

Photos courtesy of Linda Bartoshuk, Ph.D. Yale. Illustration by Lydia Kibiuk.

SupertastersSupertastersSupertastersSupertasters have have higher number of higher number of Taste buds…foodsTaste buds…foodsIn general are tooIn general are toointense for theseintense for thesefolks. folks. Beware of these Beware of these People in taste panelsPeople in taste panels

Supertasters and Supertasters and Pleasure Pleasure

Individuals sensitive to [PROP]Individuals sensitive to [PROP] Groups: non, medium, supertasters Groups: non, medium, supertasters ST = greater oral sensationST = greater oral sensation

Linked with Food aversionsLinked with Food aversions Bitter vegetable rejectionBitter vegetable rejection High Fat perceptionHigh Fat perception

Bartoshuk, Neurosci & Biobeh. Review 20:79 (96)Drewnowski, Ann. NY.Acad. Aci., 855:797 (98)

Taste & Self Stimulation Taste & Self Stimulation (SS)(SS)

Taste stimuli activates same area as activated by SS” Taste stimuli activates same area as activated by SS” (Stellar & Stellar 1985)(Stellar & Stellar 1985)

Relation between Relation between sweet tastesweet taste and and drugdrug reward reward Am J Clin Nutr. 2003 Oct;78(4):834S-842SAm J Clin Nutr. 2003 Oct;78(4):834S-842S

Insular CortexInsular Cortex combines: combines: Gut+Taste+Reward Gut+Taste+Reward Signals.Signals. Brain Res. 2000 Jul 28;872(1-2):134-40Brain Res. 2000 Jul 28;872(1-2):134-40

Taste direct access to pleasure!Taste direct access to pleasure!

Pleasure Center & Food Pleasure Center & Food ChoiceChoice

Nucleus AccumbensNucleus Accumbens:: Codes for Taste Codes for Taste

PleasurePleasure Part of Part of

Pleasure/Memory Pleasure/Memory CircuitCircuit

Rewarding Rewarding andand Aversive CircuitsAversive Circuits

Medial ForebrainBundle

Function of Function of TastesTastes PreparePrepare Body for Ingestion Body for Ingestion Encourage eating thru pleasureEncourage eating thru pleasure

Sugars, FatSugars, Fat the biggest pleasure whack the biggest pleasure whack Select toxins from foodsSelect toxins from foods

Most Most bitter bitter compounds are poisonouscompounds are poisonous Ensure adequate caloric ingestionEnsure adequate caloric ingestion

Sense high calorie foodsSense high calorie foods Ensure proper nutritive ingestionEnsure proper nutritive ingestion

Eat proteinEat protein (MSG or umami taste) (MSG or umami taste) Essential fatty acids tasteEssential fatty acids taste Vitamin CVitamin C Glucose for the neuronsGlucose for the neurons

Taste Drives IngestionTaste Drives Ingestion Taste Taste drives ingestiondrives ingestion and and way out way out

of proportionof proportion to the other elements to the other elements of foodof food

Taste is the #1 reason for food Taste is the #1 reason for food purchasepurchase

Low salt foods simply Low salt foods simply cannotcannot be be made tasty (made tasty (maybe Cardia saltmaybe Cardia salt))

Hedonic Hedonic solutessolutes NaClNaCl (huge) (huge) SugarsSugars, hi intensity sweeteners, hi intensity sweeteners Umami:Umami:

MSGMSG 5 prime nucleotides5 prime nucleotides GarlicGarlic derivatives derivatives

Flavorants:Flavorants: LactonesLactones MaltolsMaltols Chlorogenic acidsChlorogenic acids Many taste-active flavor compoundsMany taste-active flavor compounds

Amino acidsPeptidesFatty acidsGlycoconjugatesMaillard comps

Garlic boosts Garlic boosts UmamiUmami

Garlic aroma

Plain MSG

Sugar and Fat PleasureSugar and Fat Pleasure Pleasure magnified when Pleasure magnified when mixed with mixed with

fat (1)fat (1) Ventral striatal medium spiny Ventral striatal medium spiny

neuronsneurons mediate the affective or mediate the affective or hedonic response to food ('liking' or hedonic response to food ('liking' or food 'pleasure‘) food 'pleasure‘)

Heroin, morphine, alcohol, and Heroin, morphine, alcohol, and cannabinoids, interact with this cannabinoids, interact with this systemsystem

(1) Emulsion pleasure theory

MSG Coated Salt (Aji-MSG Coated Salt (Aji-Shio)Shio) MSG Coated salt (10% MSG)MSG Coated salt (10% MSG) Absolutely wonderful saltAbsolutely wonderful salt And, I think, very addicting!And, I think, very addicting!

That should be umami!

Foods High in MSGFoods High in MSG Many preferred food are naturally high Many preferred food are naturally high

in MSG:in MSG: Soy SauceSoy Sauce Parmesan cheeseParmesan cheese TomatoTomato PotatoPotato Breast MilkBreast Milk!! SardinesSardines Fish SaucesFish Sauces

Taste & DoritosTaste & Doritos Loaded with Taste Active Loaded with Taste Active

CompoundsCompounds SaltSalt Sugars:Sugars:

DextroseDextrose SugarSugar

AcidsAcids 5’Nucleotides5’Nucleotides Monosodium glutamateMonosodium glutamate

No Salt Chips?No Salt Chips?

OlfactioOlfactionn

Sense of Smell- Sense of Smell- basicsbasics

AromaAroma

Olfaction Brain Olfaction Brain PathwaysPathways

Aromas processed Aromas processed by the by the limbic limbic system firstsystem first!!

40 million receptors40 million receptors

10,000 Glomeruli10,000 Glomeruli

Limbic Limbic SystemSystem

Smell

OlfactioOlfactionn

Aroma:Aroma: Importance Depends on Importance Depends on

SignificanceSignificance!! Taste & Aroma Taste & Aroma Special PlaceSpecial Place

in Brain!in Brain!

Olfaction: Most Olfaction: Most ImportantImportant

FoodFood SelectionSelection

MateMate Selection!Selection!

Best Mate Best Mate Smells: Smells: Different Different

GenesGenes

Olfaction Puny in Olfaction Puny in Humans!Humans! Human:Human:

40 million receptor cells40 million receptor cells Rabbit:Rabbit:

100 million receptor cells100 million receptor cells Dog:Dog:

1 Billion!1 Billion!

PUTRID?PUTRID?

Are Some Aromas Are Some Aromas Innate?Innate?

AromaAroma & & EpigeneticEpigenetic ProgramsPrograms

FruityFruity means Vitamin C? means Vitamin C?FiresFires mean Food? mean Food?PutridPutrid means Death? means Death?VanillaVanilla means Bonding? means Bonding?

Sense of Smell Sense of Smell PrinciplesPrinciples Odorants bind to mucous, Odorants bind to mucous, mustmust be both fat be both fat

and water solubleand water soluble 1000 (1000 (450450) olfactory receptors) olfactory receptors Aromas acquire significance thru food Aromas acquire significance thru food

ingestioningestion—forms food memory—forms food memory FatFat and and sugarsugar best form memories! best form memories!

Almost Almost allall aroma preference learned aroma preference learned Once formed aromas Once formed aromas resistant to extinctionresistant to extinction Bad aromasBad aromas remembered better than good remembered better than good

Light up motor cortex!Light up motor cortex! FLAVORFLAVOR: Taste : Taste + + SmellSmell in Orbitofrontal Cortex in Orbitofrontal Cortex

Function of Taste & Function of Taste & SmellSmell

Once bees Once bees tastetaste nectar they memorize nectar they memorize how they got there!how they got there!

J Exp Biol. 2004 Dec;207 (Pt 25):4371-81.J Exp Biol. 2004 Dec;207 (Pt 25):4371-81.

Eat a Food, Memorize the Room!!!Eat a Food, Memorize the Room!!!

Odor MemoryOdor Memory

Hedonic Perception in Hedonic Perception in RightRight Hemisphere Hemisphere

Odor Memory in Odor Memory in LeftLeft HemisphereHemisphere

Dr. Linda Buck, Cell, 96:1 (99)

Why Do People like Spicy Why Do People like Spicy Food?Food?

Hot peppers were domesticated Hot peppers were domesticated fasterfaster than any other plant than any other plant (besides……???)(besides……???)

Capsaicin excites Capsaicin excites vanilloidvanilloid receptors for heat or hot taste (lots receptors for heat or hot taste (lots or receptors in mouth)or receptors in mouth)

PAIN induces (1) PAIN induces (1) endorphinendorphin surge surge Releases (2) Releases (2) cannabinoidscannabinoids!!

Vanilla Theory Vanilla Theory (SAW)(SAW)

Why do People Why do People likelike Vanilla Aroma? Vanilla Aroma? Here, perhaps is the answer:Here, perhaps is the answer:

PotentPotent Antioxidant (Good for Tissues) Antioxidant (Good for Tissues) Stimulates Stimulates VanilloidVanilloid Receptors (hot food) Receptors (hot food) Brain Brain Never TiresNever Tires of Vanilla aroma: of Vanilla aroma:

“…“…the OFC decreased after satiety to…the OFC decreased after satiety to…banana aroma, but NOT in response to a banana aroma, but NOT in response to a vanilla odor”vanilla odor”

No No SSensory ensory SSpecific pecific SSatiety!atiety!Brain (2001), 124, 1720-33.Brain (2001), 124, 1720-33.

Vanilla Vanilla CokeCokeWhy is it Why is it so so Popular? Popular?

Vanilla & Breast Vanilla & Breast MilkMilk Vanilla does Vanilla does

not not Habituate!!!!Habituate!!!!

The Aroma of The Aroma of Breast Milk is Breast Milk is Mostly Mostly VanillaVanilla!!

Equivalence!Equivalence!!!!!

=

Aromas & Brain Aromas & Brain StimulationStimulation Aromas: Orbitofrontal Cortex Aromas: Orbitofrontal Cortex

(Right)(Right) Repeat Testing = activityRepeat Testing = activity

Trigeminal Aromas: Widespread Trigeminal Aromas: Widespread brain activation. brain activation. Repeat Testing = activityRepeat Testing = activity

Aroma + Trigeminal Aromas = 6X ActivationAroma + Trigeminal Aromas = 6X Activation

Yousem, Radiology, 204: 833 (97)

Aroma OnlyAroma Only Trigeminal+AromaTrigeminal+Aroma

MethylsalicylateMethylsalicylate RosemaryRosemary

Food Palatability Food Palatability TheoriesTheories SuperNormal StimulusSuperNormal Stimulus

WilsonWilson Sensory Specific SatietySensory Specific Satiety

RollsRolls Taste Taste AversionAversion Learning Learning Dynamic ContrastDynamic Contrast

Hyde & WitherlyHyde & Witherly Food Pleasure EquationFood Pleasure Equation

Witherly & CapaldiWitherly & Capaldi

Super Normal Stimulus Super Normal Stimulus (SS)(SS)

1. 1. Increased attentionIncreased attention to stimuli to stimuli that that are are scarce scarce and and essentialessential

2. SS stimulus: 2. SS stimulus: exaggerated exaggerated consummatory responseconsummatory response

3. SS is 3. SS is innateinnate and and resistantresistant to to extinctionextinction

E.O. Wilson “Consilience”, 1998

SuperNormal SuperNormal StimulusStimulus

Typical ReactionTypical Reactionto a to a

249 flavor components at work249 flavor components at workOn the common hamburgerOn the common hamburger

Super Normal Super Normal StimulusStimulus

Exaggerated Response to Exaggerated Response to Significant Stimuli in the Significant Stimuli in the EnvironmentEnvironment

The “Claim Jumper Effect”The “Claim Jumper Effect”E.O. WilsonE.O. Wilson

Six Dollar Burger!Six Dollar Burger! They actually received an They actually received an awardaward

for this!for this!

And now they And now they Have a doubleHave a doubleMeat versionMeat version

SuperNormalStimulus

Over 900Calories!!!

Yikes!!!

Double Whopper!Double Whopper! 1150 Calories!!!1150 Calories!!!

SuperNormal StimulusSuperNormal Stimulus

Sensory Specific Sensory Specific Satiety*Satiety*

Huge Importance to the Huge Importance to the Food Industry!Food Industry!

**Variety Effect Variety Effect

Sensory Specific Satiety Sensory Specific Satiety (SSS)(SSS) Change in Change in hedonicshedonics, not , not

intensity, through exposure to intensity, through exposure to sensory stimulisensory stimuli

RepeatedRepeated tastings reduce food tastings reduce food pleasantness pleasantness

Sensory SpecificSensory Specific (Taste, (Taste, Aroma, Visual, Texture)Aroma, Visual, Texture)

E.T. & Barb Rolls

Orbitofrontal Orbitofrontal CortexCortex

Some aromas Some aromas resistantresistant to extinction! to extinction! Non-TrigeminalNon-Trigeminal aromas: aromas:

VanillaVanilla Baked or fried potatoBaked or fried potato PopcornPopcorn

Vanilla outsells Chocolate Ice cream two to one!Vanilla outsells Chocolate Ice cream two to one!

SSS PhysiologySSS Physiology

Pleasure CenterPleasure Center

OrbitofrontOrbitofrontal Cortexal Cortex

DDynamic ynamic CContrast ontrast TTheory heory

““Foods with sensory properties Foods with sensory properties that that change rapidlychange rapidly or have or have major major sensory contrastssensory contrasts are are ones that are ones that are preferred—Hyde preferred—Hyde & Witherly”& Witherly”

Most rewarding and reinforcing Most rewarding and reinforcing stimuli are those that change stimuli are those that change rapidlyrapidly Robinson & Berridge 2003Robinson & Berridge 2003

DDynamic ynamic CContrast ontrast TTheory heory

ChocolateChocolate:: Goes from Goes from solid to liquidsolid to liquid at body at body

temperature. Allows hedonic solutes to temperature. Allows hedonic solutes to be released. Few fats can do this!be released. Few fats can do this!

PopcornPopcorn: : Melts downMelts down extremely fast in the extremely fast in the

mouth releasing flavor and hedonic mouth releasing flavor and hedonic solutes without causing much satiety. solutes without causing much satiety.

HHigh igh DDynamic ynamic CContrast ontrast FFoodsoods

Ice Cream Number OneIce Cream Number One Potato ChipsPotato Chips PizzaPizza PopcornPopcorn Carbonated Soft DrinksCarbonated Soft Drinks ChocolateChocolate

Chocolate Chocolate PleasurePleasure

SaltSalt -Fat-Sugar!-Fat-Sugar!

Chocoholic Chocoholic QuizQuiz

What is your favorite way to What is your favorite way to consume chocolate?consume chocolate?

a. By nibbling a bit now and then a. By nibbling a bit now and then throughout the day. throughout the day.

b. By swallowing whole chunks at a b. By swallowing whole chunks at a time. time.

c. By intravenous injection. c. By intravenous injection. d. I dive into a 100 gallon vat and d. I dive into a 100 gallon vat and

slurp. slurp.

Vanilla Ice Cream is # 1 Vanilla Ice Cream is # 1 FavoriteFavorite

Ice Cream Ice Cream MeltsMelts. Changing. Changing

Temperature in the oral Temperature in the oral

Cavity is Cavity is very rewardingvery rewarding Why? Brain Why? Brain does notdoes not

habituatehabituate to vanilla aroma! to vanilla aroma!

The CHANGE of oral temperature is arousing!

High energy density!

OreosOreos >350 Billion Sold…>350 Billion Sold…WHY?WHY? Lots of Dynamic Contrast:Lots of Dynamic Contrast:

Sweet and SaltySweet and Salty Dark and LightDark and Light Creamy and CrunchyCreamy and Crunchy Smooth and RidgesSmooth and Ridges Vanilla aroma and ChocolateVanilla aroma and Chocolate High in High in Salt, Fat and SugarSalt, Fat and Sugar

PopcorPopcornn Very Popular Snack FoodVery Popular Snack Food Popcorn has a unique feature:Popcorn has a unique feature:

Quickest food meltdownQuickest food meltdown in mouth known in mouth known Popcorn also has an Popcorn also has an aroma profilearoma profile

that does not extinguish quickly (like that does not extinguish quickly (like vanilla)vanilla)

Eating enjoyment Eating enjoyment withoutwithout a lot of a lot of calories that inhibit pleasurecalories that inhibit pleasureAlso allows unlimited addition of flavors!Also allows unlimited addition of flavors!

Taste Aversions!Taste Aversions!

Taste Taste AversionsAversions

AKA “Garcia AKA “Garcia Effect”Effect”

““Southern Southern Comfort Comfort Effect”Effect”

Taste Aversion Taste Aversion LearningLearning A A single pairingsingle pairing with a food with GI with a food with GI

malaise or upset stomach can form a malaise or upset stomach can form a permanentpermanent food aversion to that food food aversion to that food Sensory Specific (Sensory Specific (TextureTexture)) DifficultDifficult to extinguish to extinguish Protects the body from Protects the body from toxictoxic food food

Southern Comfort PhenomenonSouthern Comfort Phenomenon Sweet drinks often cause GI upset and then Sweet drinks often cause GI upset and then

taste aversions!taste aversions!

Pain/PleasurePain/Pleasure ““EssentialEssential” role in human life” role in human life PoorlyPoorly Understood Understood Most Most primitiveprimitive part of nervous part of nervous

system (Limbic)system (Limbic) AlwaysAlways linked to reinforcement linked to reinforcement

Bull. Acad. Natl. Med., 183:1111 (99)

Pleasure Two Pleasure Two ComponentsComponents

PleasantnessPleasantness is defined as the degree is defined as the degree of favorable feelings a subject can of favorable feelings a subject can experience. experience.

ArousalArousal is defined as the degree of is defined as the degree of excitement (general activation) or excitement (general activation) or [thrillingness] the subject feels under [thrillingness] the subject feels under these circumstances”these circumstances”

OrosensationOrosensation Fat Taste?Fat Taste? Snap / crackle / popSnap / crackle / pop

Food Pleasure Food Pleasure Equation 1Equation 1

The Food Pleasure Equation:The Food Pleasure Equation:

F.P.=F.P.=ƒƒ((ssensation)+ensation)+(Calories)(Calories)

See book: “Why We Eat, What we Eat”, ED CapaldiSee book: “Why We Eat, What we Eat”, ED Capaldi

Food Pleasure Equation Food Pleasure Equation 22

FP= Sensory + Caloric FP= Sensory + Caloric ContentContent

GustationGustation Salt, MSG, 5’Nuc.Salt, MSG, 5’Nuc. SweetSweet Fat TasteFat Taste

OlfactionOlfaction AromaAroma TrigeminalTrigeminal

Dynamic ContrastDynamic Contrast Temperature Temperature

changechange Snap, crackle & Snap, crackle &

pop pop

ProteinProtein CasomorphinsCasomorphins

CarbohydratesCarbohydrates Neurons like Neurons like

glucoseglucose Fat cells like Fat cells like

sucrosesucrose FatFat

Essential fatty Essential fatty acidsacids

LinoleicLinoleic linoleniclinolenic

Pleasure HypothesisPleasure Hypothesis

Food Pleasure = function Food Pleasure = function of amount eaten of amount eaten (Dopamine, Opioids?)(Dopamine, Opioids?)

ENERGY: Brain’s ENERGY: Brain’s Number OneNumber One Priority Priority

You need (X) AmtYou need (X) Amt

Of Pleasure per Day!Of Pleasure per Day!

Flavor Flavor ProcessingProcessing

Flavor Processing involves Flavor Processing involves cortical gustatory area plus cortical gustatory area plus amygdaloid and basal amygdaloid and basal forebrain nucleiforebrain nuclei

Flavor = Taste + SmellFlavor = Taste + Smell (Vision)(Vision)

Small et al., Neuroreport 8:3913, (1997)

Amygdala & Amygdala & MemoryMemory

Receives Receives sensorysensory input input from taste, smell, from taste, smell, sight, sound and sight, sound and texturetexture

Creates a “Creates a “Food Food MemoryMemory””

Searches for Searches for significancesignificance

Clear Clear Pepsi?Pepsi?

Is this a goodIs this a goodIdea?Idea?

Best Food Ingredients for Best Food Ingredients for MemoryMemory

SugarSugar in food foster food in food foster food memories (Gold)memories (Gold) Glucose sensing neurons linkage Glucose sensing neurons linkage

serotonin and opioids Blum)serotonin and opioids Blum) FatFat in food excellent in forming in food excellent in forming

food memories & food selectionfood memories & food selection Brain lights upBrain lights up when fat ingested when fat ingested

Final CommentsFinal Comments Taste and Smell are “Taste and Smell are “Primary Primary

PleasuresPleasures”” Taste and Smell are Taste and Smell are IdioscyncrasticIdioscyncrastic Taste is Taste is MoreMore Complex Complex Food can be manipulated:Food can be manipulated:

More More pleasurablepleasurable More More addictingaddicting Increased Increased cravingcraving

Thank for Thank for Listening!Listening!

Company seminars on Food Company seminars on Food Pleasure are Pleasure are availableavailable soon! soon!

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