In "Gulp: Adventures on the Alimentary Canal," Mary Roach explores the complexities of taste and consumer perception. The author highlights the challenge of understanding why certain flavors resonate with consumers. Langstaff notes that when asked about their preferences, consumers often provide vague answers, primarily leaning on basic reactions such as "yum" or "yuck," indicating a limited vocabulary when it comes to describing taste.

This limited flavor lexicon makes it difficult to pinpoint what truly influences a consumer's perception of food. Rather than relying on specific feedback from consumers regarding what makes a taste preferable, one must consider the subtleties of flavor that impact their experience. Ultimately, this raises the question of which specific characteristics of a food's flavor profile are most significant in shaping consumer preferences.