![]() Studies have demonstrated that neurons expressing oxytocin receptor (OTR) are a specific class of glutamate neurons that project mainly to the central component of the nucleus accumbens and to posterior amygdala. ![]() Moreover, dopamine release in a wider range of structures is involved in memory loading. Rewarding stimuli such as food and water are linked to the effectiveness of dopamine release in the nucleus accumbens. Various researchers have stated that dopamine is a neurotransmitter that plays an important role in human behavior, being released when a sense of safety is mastered. ![]() In order to better understand the complexity of the brain and how it influences behavior, data about molecular biology need to be considered. argue that neuroscience suggests new hypotheses regarding choices and underlying pathways that are consistent with our understanding of the biological processes and permit the use of neural data in order to have a precise prediction about consumer behavior. According to research, neuroscience can help researchers, sensory evaluators, and manufacturers in the food industry or may contribute to understanding consumer response which has a high degree of subjectivity about products due to simplistic understanding and examination of food without control over the actual judgmental capacity of the sense organs and the objectivity of the analyst’s reasoning. In the last 15 years, consumer neuroscience has become a topic of increased interest for various fields economics, marketing, psychology of food industry researchers. Understanding consumer attitudes towards game meat in relation to quality attributes and the physiology of sensory perception can provide important insights for food industry professionals, processors, sensory evaluators, and researchers. Game meat is darker and tougher (compared to meat from domestic animals), and the taste and smell have the power to trigger memories and change the mood, influencing consumer behavior. The influence of extrinsic factors (environment, mood, emotions, stress) shapes the perception of the quality attributes of game meat, the unique sensory characteristics of game meat passing through a primary filter of sensory receptors (eyes, nose, tongue, etc). Neuroperception can explain the mechanism behind consumer decision-making. ![]() Following the analysis of published papers on this topic, it was shown that external factors influencing the biological basis of behavior could provide explanations for the acceptance or rejection of this type of meat and solutions. The aim of this review is to describe the consumer behavior regarding game meat through elements of neuroperception, using methods of analysis, observation, and interpretation of scientific information from the literature. Although recognized for its quality, its unique sensory characteristics (smell, taste, aroma) may have a major impact on consumer perception. Quality is considered one of the most influential determinants of consumer behavior, but the interpretation of this concept differs between consumers. Game meat contains bioactive compounds that directly influence the formation of a rich reservoir of flavor precursors that produce specific sensory properties.
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