What do your senses experience when eating potato chips

  Have you ever wondered why the fish and chips eaten by the sea taste better?
  To find the answer to the question, Charles Spence, a professor of experimental psychology at Oxford University, used innovative indoor experiments to study how human taste is affected and disturbed by other senses. Professor Spence found a group of test subjects in a pub in Brighton, England, and invited them to participate in a series of experiments on eating potato chips.
  Professor Spence first put the nose clip on the testers to shield their sense of smell, and then passed over the potato chips to let them guess the taste of the chips. As a result, the responses of the testers vary. “It’s hard to tell. Is this a crispy onion-flavored potato chip?” “Potato chips taste strange, I think it should be chicken-flavored.” “I think it’s bacon-flavored.” “I think it’s cheese-onion-flavored. “One tester even felt that he was n’t eating potato chips. He said,” It ’s like eating cardboard. It ’s tasteless. “But
  when Professor Spence took off their nose clips, they immediately answered completely correctly Come out: “I know, this is beef and onion flavored potato chips!” Professor Spence said: “We always think that the taste of food is tasted and felt in the mouth. But in fact, we I think that about 75% to 95% of the tastes come from the nose. Every time you swallow, the small volatile odor in your mouth is squeezed into the back of the nasal cavity. People think that this is the taste, in fact it is Smell. It can be seen that smell is the basis of taste. ”
  Next, Professor Spence put on the earphones again to the testers so that they could only hear the crunching sound when they ate potato chips. Next, he used the number range of 1 to 100 as the crispness of potato chips, allowing people to rate the crispness of potato chips while eating. After the first round of eating and scoring, Professor Spence handed them the same potato chips and started the second round of testing. The difference in this round of testing is that Professor Spence quietly used a computer to increase the volume of high-frequency sounds in the crunch of potato chips. The results are very interesting. All the testers think that the crispness of the potato chips in the second trial has increased, and has improved a lot, the average value is 15%.
  Professor Spence said: “Are you surprised? The two potato chips are actually from the same package, and the crispness and freshness are exactly the same. We generally think that the teeth and mouth feel crispness, but in fact, our brain has been extracting Crunchy sounds. The amount of information in these sounds is very large and is related to what we are eating. When we chew each time, our ears hear it. It estimates the crispness of the food based on the frequency spectrum and how loud the crunching is. And freshness. This experiment shows that our enjoyment of eating potato chips will be affected by the sound we hear. ”
  If you put a potato chip in a potato chip bag that does not match its flavor, people can still eat potato chips. The actual taste of Professor Spencer conducted another visual experiment to speculate to what extent people’s views have an influence on taste. He took out the blue color bag, the most common color of cheese and onion-flavored potato chips, filled it with salted and vinegar-flavored potato chips, and handed it to the tester. The results of this experiment are also very interesting. No one actually doubted the taste of potato chips, and they all thought it was cheese and onion. Multiple testers even said: “I take it for granted that the potato chips in the blue bag must be cheese and onion.” Professor Spence said: “Our brain has formed a prejudgment as soon as it senses the packaging bag. So, what you see when you eat is very important, it can affect your taste to a great extent. ”
  Through experiments, Professor Spence made it clear that smell, hearing, and vision are all important to taste. Found answers to questions like “Why do fish and chips eat better by the sea taste better”. He said: “Our brain is constantly collecting information around us to infer the taste we think we are tasting and how much we enjoy. For example, eating fish and chips at the beach, because the sea is in front of you, You can easily make up the salty taste of the sea breeze and the sound of seagulls, so I think the fish must be fresh and the fish and chips are particularly delicious. “