Eaters and cooks know that flavor, in the jargon of neuroscientists, is multi-modal.
Taste is all important, to be sure. But so is the look of food and its feel in the mouth — not to mention its odor and the noisy crunch, or juicy squelch, that it may or may not make as we bite into it. The perception of flavor demands that we exercise a suite of not only gustatory, but also visual, olfactory, tactile and auditory sensitivities.
Neuroscientists are now beginning to grasp some of the ways the brain enables our impressive perceptual power when it comes to food.