Taste is one of the most important sensory systems of the human body. We receive a large portion of positive emotions from delicious food. However, the primary function of the taste system is to perceive and analyze the food we consume and assess its quality. Beyond taste, various factors influence how we perceive food: composition, appearance, price, etc. One of the most significant factors is aroma, which, in tandem with taste, plays a dominant role. The psychology of taste and aroma perception is a fascinating and complex field that offers practical solutions for both consumers and businesses. Taste and aroma indirectly shape our behavior through food perception. First and foremost, they stimulate appetite. The aroma of food can trigger hunger even if we were not initially feeling hungry. Satiety is also influenced by aroma and taste—some flavors make us feel full more quickly, while others enhance appetite, making us crave more the longer we eat. Taste, and especially aroma, can evoke strong associations and are closely linked to emotions and memories. The scent of fresh strawberries or a grandmother’s warm pastries can transport us back to childhood, creating a feeling of comfort and nostalgia. The smell of popcorn, on the other hand, can lift our mood and help us forget daily worries. Most modern cinemas use the scent of popcorn in their halls, as it is an essential companion to entertainment, drawing audiences to movie screenings. The remarkable properties of taste and aroma form the foundation of an entire industry—flavor & aroma technology. This field utilizes scientific knowledge and modern technology to develop flavoring agents for food products, catering to the ever-growing global population. Flavorings influence how we perceive taste through associative connections. For example, the scent of vanilla in a product is often linked to sweetness, even if the product itself contains no sugar. By creating the illusion of certain ingredients, flavorings are used to develop "healthy" food options—products that lack undesirable or harmful ingredients but still taste just as delicious. Experts in the field of flavor & aroma technology, based on their knowledge of how flavorings impact perception, help both manufacturers and consumers make informed choices in favor of healthier and tastier food.