Russian scientists have found a simple and reliable way to find out how people perceive tastes

A group of scientists from the Center for Neuroeconomics and Cognitive Research at the National Research University Higher School of Economics studied how the taste of food affects brain activity, facial muscles, and people’s emotions. Using near infrared spectroscopy, they showed that pleasant food activates areas of the brain associated with positive emotions, while neutral food activates areas responsible for negative emotions and avoidance. The proposed approach makes it much easier to predict the market success of products and study eating disorders.