446. The Taste of Success: How Flavor Impacts Buying Behavior

In this episode of The Brainy Business podcast, host Melina Palmer revisits a fascinating topic: the sense of taste. Originally aired as episode 26, this episode is part of a series exploring the five senses and their impact on behavioral economics and decision-making. Whether your business is service-based or product-focused, Melina emphasizes the importance of considering all senses, including taste, in your strategy.

Melina delves into the intricate relationship between taste and smell, revealing that taste is 80% smell. She discusses the concept of anosmia, a condition where individuals lose their sense of smell, and how it significantly diminishes their sense of taste. The episode also explores the role of mirror neurons, which allow us to empathize with others' experiences, including taste.

Throughout the episode, Melina shares insights on how taste is influenced by all other senses, such as sight, sound, and touch, and how these can be leveraged in branding and marketing. From the impact of color on taste perception to the power of brand expectations, listeners will gain a deeper understanding of how to create a holistic sensory experience for their customers.

In this episode:

• Discover how taste and smell are interconnected and why taste is 80% smell.
• Learn about anosmia and its effect on taste perception.
• Explore the role of mirror neurons in experiencing taste and other senses.
• Understand how all senses, including sight, sound, and touch, contribute to the perception of taste.
• Gain insights on leveraging sensory experiences in branding and marketing.

00:00:00 - Introduction 00:02:00 - Both taste and smell use chemical receptors to the brain and are more primitive senses 00:09:16 - Mirror neurons were partially discovered because of taste and our desires to eat food 00:13:33 - Using food imagery in branding can backfire on you because of mirror neurons 00:17:16 - Sound and touch can impact taste, as well as texture and temperature 00:19:05 - Ambiance affects perceived flavor and the amount someone was willing to pay 00:28:00 - Conclusion What stuck with you while listening to the episode? What are you going to try? Come share it with Melina on social media -- you'll find her as @thebrainybiz everywhere and as Melina Palmer on LinkedIn.

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Get the Books Mentioned on (or related to) this Episode:

• What Your Customer Wants and Can't Tell You, by Melina Palmer
• Nudge, by Richard Thaler & Cass Sunstein
• Thinking Fast and Slow, by Daniel Kahneman
• What Your Employees Need and Can't Tell You, by Melina Palmer
• Sludge, by Cass Sunstein

Top Recommended Next Episode: Framing (ep 296)

Already Heard That One? Try These: 

• Unlocking the Secrets of the Brain (ep 1)
• Priming (ep 252)
• NUDGES and Choice Architecture: Introduction (ep 35)
• Habits (ep 256)
• Prefactual Thinking: How to Turn “What If” Into “Why Not” (ep 71)

Other Important Links: 

• Brainy Bites - Melina’s LinkedIn Newsletter
• Taste & Smell: Crash Course A&P #16
• What is Taste?
• How does our sense of taste work?
• Confusing Tastes and Smells: How Odours can Influence the Perception of Sweet and Sour Tastes
• Coke Won the Cola Wars Because Great Taste Takes More Than a Single Sip