The purpose of this study was to evaluate the integrative effects of visual stimuli with chemical senses (olfactory and gustatory) stimuli in humans. Noninvasive measurement tools such as magnetoencephalography (MEG) and functional magnetic resonance imaging (fMRI) are used to describe the mechanism of olfactory information processing in the human brain, and the neurophysiological properties of olfactory-related neurons are described.
The first study analyzed the interaction between visual and olfactory stimuli. Two odors (lemon and iso-valeric acid) were selected as pleasant and unpleasant odors, respectively and pleasant and unpleasant images were also selected. These cross-modal stimulus combinations were presented to the subject at random, and responses were measured by fMRI using an event related task. These results revealed that active brain areas with pleasant/unpleasant stimuli and matched/mismatched stimuli were different for memory and cognition.
The second study analyzed the interaction between visual and gustatory stimuli. Total four conditions (hunger–not hunger, and intake–not intake of monosodium glutamate (MSG)) were tested. Visual stimuli were food-related and nonfood-related photos. A visual analog scale (VAS) was also used to evaluate before and at regular time intervals after intake of MSG, and responses were measured using fMRI. Brain activity related to feeding desire after intake of MSG occurred near the insula cortex, and orbito-frontal cortex, among other areas.
These results on the integrative effects of visual stimuli with olfactory and gustatory stimuli, cross-modal and complex effects on olfaction and gustation were suggested to be obtained as an emotional response such as "pleasantness/unpleasantness" and as cognitive and memory responses such as "matching/mismatching" or the responses such as "feeding desire" afterwards intake of foods.