Grape expectations: The role of cognitive influences in color–flavor interactions

Crossmodal Correspondence Mediates Crossmodal Transfer from Visual to Auditory Stimuli in Category Learning

This article investigated whether crossmodal correspondence, as a sensory translation phenomenon, can mediate crossmodal transfer from visual to auditory stimuli in category learning and whether multimodal category learning can influence the crossmodal correspondence between auditory and visual stimuli. Experiment 1 showed that the category knowledge acquired from elevation stimuli affected the categorization of pitch stimuli when there were robust crossmodal correspondence effects between elevation and size, indicating that crossmodal transfer occurred between elevation and pitch stimuli. Experiments 2 and 3 revealed that the size category knowledge could not be transferred to the categorization of pitches, but interestingly, size and pitch category learning determined the direction of the pitch-size correspondence, suggesting that the pitch-size correspondence was not stable and could be determined using multimodal category learning. Experiment 4 provided further evidence that there was no crossmodal transfer between size and pitch, due to the absence of a robust pitch-size correspondence. These results demonstrated that crossmodal transfer can occur between audio-visual stimuli with crossmodal correspondence, and multisensory category learning can change the corresponding relationship between audio-visual stimuli. These findings suggest that crossmodal transfer and crossmodal correspondence share similar abstract representations, which can be mediated by semantic content such as category labels.

User perception of fluoride mouthwashes for daily use: A randomized clinical trial

AIM

To assess user perceptions of different commercially available fluoride mouthwashes (FL-MWs).

METHODS

A single-blind, randomized clinical trial was conducted. Participants were randomly assigned to a sequence of six different FL-MWs, one of which contained alcohol. For each visit, participants rinsed with one specific mouthwash (15 mL) for 30 s. After rinsing, participants completed a questionnaire with a visual analogue scale. Questions focused on overall taste, mild/pungent feeling, taste duration, foaming effect, burning sensation, sensitivity, numbness, dryness, rinsing time, smell, and colour of the mouthwashes. Descriptive analyses and statistical tests regarding differences among and between the mouthwashes were performed.

RESULTS

Overall, 53 participants completed the study protocol, including nine who did, however, not rinse with the alcohol-containing mouthwash due to religious reasons. Among the mouthwashes, significant differences were found for foaming effect, sensitivity, rinsing time, smell, and colour (p < 0.05). Pairwise comparison for smell did not reveal a difference, and foaming was within the acceptance range (low to medium foaming). Coloured mouthwashes were more appreciated than transparent solutions (p = 0.00). The mouthwash containing essential oils and alcohol produced significantly more sensitivity (p = 0.00) and, in general, participants experienced the rinsing time significantly longer (p < 0.05) compared to the non-alcohol-containing mouthwashes.

CONCLUSION

There is heterogeneity in user perceptions and preferences for FL-MWs, with a significant difference in foaming effect, sensitivity, rinsing time, smell, and colour. Coloured mouthwashes are preferred. The mouthwash containing essential oils and alcohol was less acceptable in relation to sensitivity and rinsing time.

Influence of flavor information on visual search: Attentional capture by and suppression of flavor-associated colors

Numerous studies have demonstrated the impact of flavor cues on visual search, yet the underlying mechanisms remain elusive. In this experiment, we used event-related potentials (ERPs) to examine whether, and if so, how flavor information could lead to attentional capture by, and suppression of, flavor-associated colors. The participants were asked to taste certain flavored beverages and subsequently complete a shape-based visual search task, while their neural activities were simultaneously recorded. The behavioral results revealed that the participants made slower responses when a distractor in the flavor-associated color (DFAC) was present, suggesting an attentional bias toward the flavor-associated color. The ERP results revealed that the N2pc was detected if the target and the DFAC were shown in the same visual field (e.g. both target and DFCA on the right side of the screen), when the pairings between flavor cues and target colors were incongruent. However, the N2pc was not observed if the target and the DFAC were shown in the opposite visual fields (e.g. target on the right and DFCA on the left side of the screen) for the incongruent color-flavor pairings. Moreover, the distractor positivity (Pd) was observed if the target and the DFAC were shown in the opposite visual field for the congruent color-flavor pairings. These results suggest that both attentional capture and suppression are involved in the influence of flavor information on visual search. Collectively, these findings provide initial electrophysiological evidence on the mechanisms of the crossmodal influence of flavor cues on visual search.

A review on mechanisms and impacts of cold plasma treatment as a non-thermal technology on food pigments

Food characteristics like appearance and color, which are delicate parameters during food processing, are important determinants of product acceptance because of the growing trend toward more diverse and healthier diets worldwide, as well as the increase in population and its effects on food consumption. Cold plasma (CP), as a novel technology, has marked a new trend in agriculture and food processing due to the various advantages of meeting both the physicochemical and nutritional characteristics of food products with minimal changes in physical, chemical, nutritional, and sensorial properties. CP processing has a positive impact on food quality, including the preservation of natural food pigments. This article describes the influence of CP on natural food pigments and color changes in vegetables and fruits. Attributes of natural pigments, such as carotenoids, chlorophyll, anthocyanin, betalain, and myoglobin, are presented. In addition, the characteristics and mechanisms of CP processes were studied, and the effect of CP on mentioned pigments was investigated in recent literature, showing that the use of CP technology led to better preservation of pigments, improving their preservation and extraction yield. While certain modest and undesirable changes in color are documented, overall, the exposure of most food items to CP resulted in minor loss and even beneficial influence on color. More study is needed since not all elements of CP treatment are currently understood. The negative and positive effects of CP on natural food pigments in various products are discussed in this review.

Genetic effects on variability in visual aesthetic evaluations are partially shared across visual domains

The aesthetic values that individuals place on visual images are formed and shaped over a lifetime. However, whether the formation of visual aesthetic value is solely influenced by environmental exposure is still a matter of debate. Here, we considered differences in aesthetic value emerging across three visual domains: abstract images, scenes, and faces. We examined variability in two major dimensions of ordinary aesthetic experiences: taste-typicality and evaluation-bias. We build on two samples from the Australian Twin Registry where 1547 and 1231 monozygotic and dizygotic twins originally rated visual images belonging to the three domains. Genetic influences explained 26% to 41% of the variance in taste-typicality and evaluation-bias. Multivariate analyses showed that genetic effects were partially shared across visual domains. Results indicate that the heritability of major dimensions of aesthetic evaluations is comparable to that of other complex social traits, albeit lower than for other complex cognitive traits. The exception was taste-typicality for abstract images, for which we found only shared and unique environmental influences. Our study reveals that diverse sources of genetic and environmental variation influence the formation of aesthetic value across distinct visual domains and provides improved metrics to assess inter-individual differences in aesthetic value.

Reducing sweetness expectation in milk tea by crossmodal visuo-auditory interaction

In the realm of healthy dietary choices about reducing sweetness perception, the exploration of crossmodal effects stands as a frequently employed approach. Both music and color can independently influence flavor evaluation and gustatory experience by eliciting emotions. However, less research has been done on the effects of audio-visual crossmodal interactions on sweetness expectations and perceptions. The present study conducted two experiments delving into the crossmodal effect on sweetness expectation and perception of milk tea by manipulating the emotional valence of music and packaging color. The results showed that positive (vs. negative) music led to higher sweetness expectations and perceptions for milk teas with neutral packaging color. Irrespective of music, participants had higher sweetness expectations for milk tea with positive or neutral (vs. negative) packaging colors. The congruence of valence between music and packaging color influenced sweetness perception. Positive (vs. negative) music correlated with a sweeter perception when the packaging color was positive. Exposed to negative music, subjects showed a higher sweetness perception with negative (vs. positive) packaging colors. In conclusion, the results suggest that the valence of music and packaging color crossmodally influence consumers' evaluation of milk tea, and it differs depending on whether it was tasted. Thus, this study has demonstrated the crossmodal influence of music and packaging color, providing valuable implications for healthy eating and marketing applications.

How much is a chef's touch worth? Affective, emotional and behavioural responses to food images: A multimodal study

BACKGROUND

Food aesthetics influences affective dimensions (valence and arousal) and subsequent emotional and behavioural responses in images presented in more traditional form, almost rustic in some cases, to the signature dishes of haute cuisine. However, the visual impact of images of haute cuisine dishes on consumers' affective and emotional responses compared to traditional dishes is still understudied.

METHODS

We recorded electrodermal activity, ocular movements and self-report affect of 35 volunteers while they performed a picture viewing paradigm using images of haute cuisine food, traditional food, and non-food. Additionally, the moderating role of age was examined.

RESULTS

Our results showed that subjects had higher feelings of pleasure and arousal toward images of food (haute cuisine and traditional dishes) compared to non-food images. However, no difference in self-report affect, physiological and behavioural responses was found between haute cuisine and traditional dishes. Interestingly, a moderating effect of age was revealed, reporting that younger participants had greater feelings of pleasure and shorter eye-to-screen distance towards traditional food than haute cuisine.

CONCLUSIONS

As a whole, our findings suggest that food aesthetics could at least partially affect consumers' affective and emotional responses. Interestingly, physiological responses to food pictures seemed to be relatively independent of approach/avoidance motivational states, supporting the assumption that traditional visual restaurant menus with attractive images might be insufficient for eliciting intense positive emotions. This study also contributes to advancing the understanding of the role that age plays in emotional impact when images of haute cuisine dishes are presented to consumers.

A systematic review on the flavor of soy-based fermented foods: Core fermentation microbiome, multisensory flavor substances, key enzymes, and metabolic pathways

The characteristic flavor of fermented foods has an important impact on the purchasing decisions of consumers, and its production mechanisms are a concern for scientists worldwide. The perception of food flavor is a complex process involving olfaction, taste, vision, and oral touch, with various senses contributing to specific properties of the flavor. Soy-based fermented products are popular because of their unique flavors, especially in Asian countries, where they occupy an important place in the dietary structure. Microorganisms, known as the souls of fermented foods, can influence the sensory properties of soy-based fermented foods through various metabolic pathways, and are closely related to the formation of multisensory properties. Therefore, this review systematically summarizes the core microbiome and its interactions that play an active role in representative soy-based fermented foods, such as fermented soymilk, soy sauce, soybean paste, sufu, and douchi. The mechanism of action of the core microbial community on multisensory flavor quality is revealed here. Revealing the fermentation core microbiome and related enzymes provides important guidance for the development of flavor-enhancement strategies and related genetically engineered bacteria.

On the manipulation, and meaning(s), of color in food: A historical perspective

While there has long been public concern over the use of artificial/synthetic food colors, it should be remembered that food and drink products (e.g., red wine) have been purposefully colored for millennia. This narrative historical review highlights a number of reasons that food and drink have been colored, including to capture the shopper's visual attention through to signaling the likely taste/flavor. Over the course of the last century, there has, on occasion, also been interest in the playful, or sometimes even deliberately discombobulating, use of food coloring by modernist chefs and others. The coloring (or absence of color) of food and drink can, though, sometimes also take on more of a symbolic meaning, and, in a few cases, specific food colors may acquire a signature, or branded (i.e., semantic) association. That said, with food color being associated with so many different potential "meanings," it is an open question as to which meaning the consumer will associate with any given instance of color in food, and what role context may play in their decision. Laboratory-based sensory science research may not necessarily successfully capture the full range of meanings that may be associated with food color in the mind of the consumer. Nevertheless, it seems likely that food color will continue to play an important role in dictating consumer behavior in the years to come, even though the visual appearance of food is increasingly being mediated via technological means, including virtual and augmented reality.

Eating, Smelling, and Seeing: Investigating Multisensory Integration and (In)congruent Stimuli while Eating in VR

Integrating taste in AR/VR applications has various promising use cases - from social eating to the treatment of disorders. Despite many successful AR/VR applications that alter the taste of beverages and food, the relationship between olfaction, gustation, and vision during the process of multisensory integration (MSI) has not been fully explored yet. Thus, we present the results of a study in which participants were confronted with congruent and incongruent visual and olfactory stimuli while eating a tasteless food product in VR. We were interested (1) if participants integrate bi-modal congruent stimuli and (2) if vision guides MSI during congruent/incongruent conditions. Our results contain three main findings: First, and surprisingly, participants were not always able to detect congruent visual-olfactory stimuli when eating a portion of tasteless food. Second, when confronted with tri-modal incongruent cues, a majority of participants did not rely on any of the presented cues when forced to identify what they eat; this includes vision which has previously been shown to dominate MSI. Third, although research has shown that basic taste qualities like sweetness, saltiness, or sourness can be influenced by congruent cues, doing so with more complex flavors (e.g., zucchini or carrot) proved to be harder to achieve. We discuss our results in the context of multimodal integration, and within the domain of multisensory AR/VR. Our results are a necessary building block for future human-food interaction in XR that relies on smell, taste, and vision and are foundational for applied applications such as affective AR/VR.

Exploring Group Differences in the Crossmodal Correspondences

There has been a rapid growth of interest amongst researchers in the cross-modal correspondences in recent years. In part, this has resulted from the emerging realization of the important role that the correspondences can sometimes play in multisensory integration. In turn, this has led to an interest in the nature of any differences between individuals, or rather, between groups of individuals, in the strength and/or consensuality of cross-modal correspondences that may be observed in both neurotypically normal groups cross-culturally, developmentally, and across various special populations (including those who have lost a sense, as well as those with autistic tendencies). The hope is that our emerging understanding of such group differences may one day provide grounds for supporting the reality of the various different types of correspondence that have so far been proposed, namely structural, statistical, semantic, and hedonic (or emotionally mediated).

Crossmodal Associations with Olfactory, Auditory, and Tactile Stimuli in Children and Adults

People associate information with different senses but the mechanism by which this happens is unclear. Such associations are thought to arise from innate structural associations in the brain, statistical associations in the environment, via shared affective content, or through language. A developmental perspective on crossmodal associations can help determine which explanations are more likely for specific associations. Certain associations with pitch (e.g., pitch-height) have been observed early in infancy, but others may only occur late into childhood (e.g., pitch-size). In contrast, tactile-chroma associations have been observed in children, but not adults. One modality that has received little attention developmentally is olfaction. In the present investigation, we explored crossmodal associations from sound, tactile stimuli, and odor to a range of stimuli by testing a broad range of participants. Across the three modalities, we found little evidence for crossmodal associations in young children. This suggests an account based on innate structures is unlikely. Instead, the number and strength of associations increased over the lifespan. This suggests that experience plays a crucial role in crossmodal associations from sound, touch, and smell to other senses.

Effects of Concord grape juice flavor intensity and phenolic compound content on glycemia, appetite and cognitive function in adults with excess body weight: a randomized double-blind crossover trial

Background & aims: Concord grape (Vitis lambrusca) juice (CGJ) contains a unique combination of polyphenolic compounds with diverse effects on human health. It also has an intense sensory profile that may modify food choice. Daily consumption of CGJ over 8 weeks reduced fasting blood glucose. However, the impact on 24h-postprandial glucose response from CGJ is still not clear. The purpose of this study was to assess the effect of CGJ flavor intensity and phenolic content on 24 h postprandial glucose concentrations, appetitive sensations, and cognitive function in adults with excess body weight when consumed alone or with a meal. Methods: In a randomized, double-blind, crossover design study, participants consumed three types of beverages: 100% CGJ, a polyphenol-free grape flavored drink with the same flavor essence (LP) or a polyphenol-free grape flavored drink with reduced flavor essence (LPF) either without (trial I) or with (trial II) a meal. 24 h glucose was measured through continuous glucose monitoring. Phenolic metabolite excretion was assessed in 24 h urine samples. Appetite (hunger, thirst, fullness, desire to eat, and prospective consumption) and cognitive function (alertness, energetic, strength, calmness, and relaxation) were assessed hourly through visual analog scales. Results: Thirty-four adults completed trial I and 34 adults completed trial II. When consumed with a meal, beverages with customary flavor essence (CGJ and LP) reduced hunger, desire to eat, and prospective consumption and consumption of the polyphenol-free reduced flavor essence beverage was associated with higher 24 h glucose _tAUC. No consistent effects were observed for cognitive outcomes. When consumed alone, CGJ was related to lower glycemic responses by those excreting a higher concentration of the phenolic metabolite iso/ferulic-3'-O-glucuronide, but in beverages without CG phenolics and reduced flavor essence, glycemia was higher among those excreting higher concentrations of caffeic acid-O-sulfate. Conclusions: Both natural phenolics and flavor essence of CGJ may help to moderate appetite and glycemia. Clinical Trials registered at http://www.clinicaltrials.gov: NCT03409484 (trial I) and NCT03409497 (trial II).

Can the color red trick you into drinking less? A replication study

This replication of the study of Genschow et al. (2012) Genschow et al. (2012) examines the effect of the color red on beverage consumption. In total, 148 men were asked to consume drinks in either red- or blue-labeled cups. Cup labels were assigned at random. Unlike in the previous study, the findings in our replication study did not provide empirical support for the hypothesis that people will drink less from red-labeled cups than blue-labeled cups. The difference between groups in drink consumption was non-significant. Thus, the red color did not have an inhibitory effect on drink intake.

Explaining Crossmodal Correspondences Between Colours and Tastes

For centuries, if not millennia, people have associated the basic tastes (e.g., sweet, bitter, salty, and sour) with specific colours. While the range of tastes may have changed, and the reasons for wanting to connect the senses in this rather surprising way have undoubtedly differed, there would nevertheless appear to be a surprisingly high degree of consistency regarding this crossmodal mapping among non-synaesthetes that merits further consideration. Traditionally, colour-taste correspondences have often been considered together with odour-colour and flavour-colour correspondences. However, the explanation for these various correspondences with the chemical senses may turn out to be qualitatively different, given the presence of identifiable source objects in the case of food aromas/flavours, but not necessarily in the case of basic tastes. While the internalization of the crossmodal statistics of the environment provides one appealing account for the existence of colour-taste correspondences, emotional mediation may also be relevant. Ultimately, while explaining colour-taste correspondences is of both theoretical and historical interest, the growing awareness of the robustness of colour-taste correspondences would currently seem to be of particular relevance to those working in the fields of design and multisensory experiential marketing.

Consumer Perception of Red Wine by the Degree of Familiarity Using Consumer-Based Methodology

Capturing and understanding consumers' perceptions is not a simple quest, particularly for wine, which is one of the most complex beverages. In contrast to the increasing amount of wine import and consumption, studies on how Korean consumers perceive wine characteristics are limited. In this study, two different consumer-based questionnaires, check-all-that-apply (CATA) and rating, were used to compare the discrimination ability of samples and attributes. Consumer data were analyzed and compared to investigate whether the difference in the degree of familiarity with consumption frequency affects wine perception and preference. Consumers discriminated samples and attributes by sample using both scales, CATA and rating. It was confirmed that the CATA citation frequency reflected the rated intensity of the attributes in this study. Consumers who checked or did not check the CATA response rated the intensity of attributes differently. Different consumer subgroups based on familiarity also discriminated the samples effectively. However, users had a higher configuration similarity between the two questionnaires than non-users. Furthermore, the preference for wine might be affected by the degree of familiarity.

What's the Story With Blue Steak? On the Unexpected Popularity of Blue Foods

Is blue food desirable or disgusting? The answer, it would seem, is both, but it really depends on the food in which the color happens to be present. It turns out that the oft-cited aversive response to blue meat may not even have been scientifically validated, despite the fact that blue food coloring is often added to discombobulate diners. In the case of drinks, however, there has been a recent growth of successful new blue product launches in everything from beer to tea, and from wine to gin, arguing that coloring food products blue is more than simply a contemporary fad. In fact, the current interest in blue food coloring builds on the color's earlier appearance in everything from blue curacao to blue-raspberry candyfloss (cotton candy), and thereafter a number of soft drinks. Over the years, the combination of blue coloring with raspberry flavoring has also appeared in everything from bubble-gum to patriotic pop rocks (popping candy in The United States). Ultimately, it is the rarity of naturally-blue foods that is likely what makes this color so special. As such, blue food coloring can both work effectively to attract the visual attention of the shopper while, at the same time, being linked to a range of different flavors (since this is one of the few color-flavor mappings that are essentially arbitrary) depending on the food format in which it happens to appear. Note also that the basic descriptor "blue" covers a wide range of hues having a range of different associations, hence eliciting different reactions (be they positive or negative). While blue was once associated with artificiality, a growing number of natural blue food colorings have come onto the market in recent years thus perhaps changing the dominant associations that many consumers may have with this most unusual of food colors.

Addition of a visual cue to rice increases perceived flavour intensity but not liking

Rice is a common staple for about 50% of the world population. Sodium based ingredients such as table salt (NaCl) and mono-sodium glutamate (MSG) are often added to rice to increase flavour intensity and subsequent liking. Due to negative health consequences of excessive NaCl consumption and negative consumer perception of MSG, alternative strategies to increase perceived flavour intensity of rice are needed. As such, the present research aimed to investigate the effect of a visual product cue on perceived flavour intensity and liking of rice. In a within-subject, randomised design, 151 participants tasted six different rice samples (i.e., with and without a visual cue, at 0%, 0.05% and 0.1% MSG concentrations). Next, they rated perceived flavour intensity (rank-order and general labelled magnitude scale measures), liking (9-point hedonic scale) and preference (rank-order), over two sessions separated by one week. Across all MSG concentrations, the presence of the visual cue significantly increased reported perceived flavour intensity. No effect of the visual cue on liking nor preference were found. In conclusion, a visual product cue increased perceived flavour intensity of rice, but not liking or preference.

Emotions Evoked by Colors and Health Functionality Information of Colored Rice: A Cross-Cultural Study

This study aimed to examine the emotional responses evoked by cooked colored rice and its health functionality information in both consumers who eat rice as a staple food and consumers who do not eat rice as a staple food. Specifically, Korean and American consumers were exposed to colored rice and its health functionality information and an emotion lexicon was generated and measured based on focus group interviews (FGI) and two online consumer surveys. In test 1, the emotions evoked by presentation of stimuli to Koreans (N = 10) and Americans (N = 10) were extracted through FGIs and the first online consumer survey (Koreans = 69; Americans = 68) and an emotion lexicon was generated. As a result, a total of 34 terms were confirmed. Test 2 was conducted during the second online consumer survey (capturing data from a total of 208 Koreans and 208 Americans), utilizing the terms generated in test 1. In this test, only the colors (CO) of colored rice were presented to one group, while colors and health functionality information (CO&H) were presented to the other group. The overall liking for stimuli in both countries was highly correlated with familiarity. Koreans showed significantly more familiarity and liking for CO of white and black CO rice, while Americans showed significantly more familiarity and liking for CO of white and yellow rice. Hierarchical cluster analysis was performed to categorize the emotion terms, and the emotion terms were sorted into the three clusters, “Positive”, “Negative”, and “New”, for both countries. Under informed conditions, the emotions became more positive, and emotions in the “New” cluster were evoked in both countries. The current study employed a cross-cultural approach to assess consumers’ emotional responses to colored rice and health functionality information. Our findings suggest that providing foods with preferred colors for each culture and providing sufficient information on the said foods will help to promote unfamiliar foods.

Color-Induced Aroma Illusion: Color Cues Can Modulate Consumer Perception, Acceptance, and Emotional Responses toward Cooked Rice

Since rice is often cooked in many countries with different types of ingredients or seasonings, the surface colors of traditional rice meal items vary across cultural backgrounds. This study aimed to determine whether consumer perception, acceptance, willingness to eat, and emotional responses toward cooked rice samples could differ with their surface color cues. Milled rice was cooked with one of three food colorants: yellow, orange, and green, with milled (white) and un-milled (brown) rice cooked without colorants used as respective test and filler samples. Using a check-all-that-apply method, 98 rice consumers checked all aroma attributes they perceived by sniffing each of the four cooked-rice samples (white, yellow, orange, and green). They also rated the four samples with respect to attribute intensity, liking, emotional responses, and willingness to eat. The results showed that participants associated colored rice with specific ingredient-related aroma attributes (e.g., green color elicited sweet peas or spinach aromas). Color cues also affected ratings of attribute intensity, liking, willingness to eat, and emotional responses to cooked rice samples. In conclusion, this study provides empirical evidence that in the context of cooked rice consumption, color cues can elicit associated aromas and modulate consumer perception, acceptance, and evoked emotions to cooked rice.

A Dash of Virtual Milk: Altering Product Color in Virtual Reality Influences Flavor Perception of Cold-Brew Coffee

It is well known that the appearance of food, particularly its color, can influence flavor perception and identification. However, food studies involving the manipulation of product color face inevitable limitations, from extrinsic flavors introduced by food coloring to the cost in development time and resources in order to produce different product variants. One solution lies in modern virtual reality (VR) technology, which has become increasingly accessible, sophisticated, and widespread over the past years. In the present study, we investigated whether making a coffee look milkier in a VR environment can alter its perceived flavor and liking. Thirty-two United Kingdom (UK) consumers were given four samples of black cold brew coffee at 4 and 8% sucrose concentration. They wore VR headsets throughout the study and viewed the same coffee in a virtual setting. The color of the beverage was manipulated in VR, such that participants saw either a dark brown or light brown liquid as they sipped the coffee. A full factorial design was used so that each participant tasted each sweetness x color combination, Participants reported sweetness, creaminess, and liking for each sample. Results revealed that beverage color as viewed in VR significantly influenced perceived creaminess, with the light brown coffee rated to be creamier than dark brown coffee. However, beverage color did not influence perceived sweetness or liking. The present study supports the role of VR as a means of conducting food perception studies, either to gain a better understanding of multisensory integration, or, from an industry perspective, to enable rapid product testing when it may be time-intensive or costly to produce the same range of products in the real-world. Furthermore, it opens potential future opportunities for VR to promote healthy eating behavior by manipulating the visual appearance of foods.

Effects of Coloring Food Images on the Propensity to Eat: A Placebo Approach With Color Suggestions

Background

Research findings on the appetite-enhancing effect of the color red and the appetite-reducing effect of blue have been inconsistent. The present study used a placebo approach and investigated whether verbal suggestions can enhance color-appetite effects.

Method

A total of 448 women participated in two experiments. They viewed images with differently colored sweet foods (original color, blue, red, colorless (black-and-white); experiment 1; n = 217) or sweet foods on blue, red, white, and gray backgrounds; experiment 2; n = 231). Before viewing the images, half of the participants received information about the effects of red and blue food color on appetite (color suggestion). The other half received no suggestion. For each of the experiments, the reported propensity to eat (food wanting) was compared between the conditions.

Results

All colored food items were associated with a lower propensity to eat compared to the food items in the original color. The color suggestion (compared to no suggestion) additionally decreased the propensity to eat blue and black-and-white food items. Colored backgrounds did not influence food wanting.

Conclusion

This study demonstrated that red and blue coloring of visual food cues did not have the predicted effects on food wanting. However, the combination of specific food colors with specific color suggestions might be useful to change the willingness to eat sweet products.

Olfactory-colour crossmodal correspondences in art, science, and design

The last few years have seen a rapid growth of interest amongst researchers in the crossmodal correspondences. One of the correspondences that has long intrigued artists is the putative association between colours and odours. While traditionally conceptualised in terms of synaesthesia, over the last quarter century or so, at least 20 published peer-reviewed articles have assessed the consistent, and non-random, nature of the colours that people intuitively associate with specific (both familiar and unfamiliar) odours in a non-food context. Having demonstrated such consistent mappings amongst the general (i.e. non-synaesthetic) population, researchers have now started to investigate whether they are shared cross-culturally, and to document their developmental acquisition. Over the years, several different explanations have been put forward by researchers for the existence of crossmodal correspondences, including the statistical, semantic, structural, and emotional-mediation accounts. While several of these approaches would appear to have some explanatory validity as far as the odour-colour correspondences are concerned, contemporary researchers have focussed on learned associations as the dominant explanatory framework. The nature of the colour-odour associations that have been reported to date appear to depend on the familiarity of the odour and the ease of source naming, and hence the kind of association/representation that is accessed. While the bidirectionality of odour-colour correspondences has not yet been rigorously assessed, many designers are nevertheless already starting to build on odour-colour crossmodal correspondences in their packaging/labelling/branding work.

The Effects of Ethnically Congruent Music on Eye Movements and Food Choice-A Cross-Cultural Comparison between Danish and Chinese Consumers

Musical fit refers to the congruence between music and attributes of a food or product in context, which can prime consumer behavior through semantic networks in memory. The vast majority of research on this topic dealing with musical fit in a cultural context has thus far been limited to monocultural groups in field studies, where uncontrolled confounds can potentially influence the study outcome. To overcome these limitations, and in order to explore the effects of ethnically congruent music on visual attention and food choice across cultures, the present study recruited 199 participants from China (n = 98) and Denmark (n = 101) for an in-laboratory food choice paradigm with eye-tracking data collection. For each culture group, the study used a between-subject design with half of the participants listening to only instrumental "Eastern" music and the other half only listening to instrumental "Western" music, while both groups engaged in a food choice task involving "Eastern" and "Western" food. Chi-square tests revealed a clear ethnic congruency effect between music and food choice across culture, whereby Eastern (vs. Western) food was chosen more during the Eastern music condition, and Western (vs. Eastern) food was chosen more in the Western music condition. Furthermore, results from a generalized linear mixed model suggested that Chinese participants fixated more on Western (vs. Eastern) food when Western music was played, whereas Danish participants fixated more on Eastern (vs. Western) food when Eastern music was played. Interestingly, no such priming effects were found when participants listened to music from their own culture, suggesting that music-evoked visual attention may be culturally dependent. Collectively, our findings demonstrate that ambient music can have a significant impact on consumers' explicit and implicit behaviors, while at the same time highlighting the importance of culture-specific sensory marketing applications in the global food industry.

Mechanism of Cross-modal Information Influencing Taste

Studies on the integration of cross-modal information with taste perception has been mostly limited to uni-modal level. The cross-modal sensory interaction and the neural network of information processing and its control were not fully explored and the mechanisms remain poorly understood. This mini review investigated the impact of uni-modal and multi-modal information on the taste perception, from the perspective of cognitive status, such as emotion, expectation and attention, and discussed the hypothesis that the cognitive status is the key step for visual sense to exert influence on taste. This work may help researchers better understand the mechanism of cross-modal information processing and further develop neutrally-based artificial intelligent (AI) system.

Wine psychology: basic & applied

Basic cognitive research can help to explain our response to wine, and the myriad factors that affect it. Wine is a complex, culture-laden, multisensory stimulus, and our perception/experience of its properties is influenced by everything from the packaging in which it is presented through the glassware in which it is served and evaluated. A growing body of experiential wine research now demonstrates that a number of contextual factors, including everything from the colour of the ambient lighting through to background music can exert a profound, and in some cases predictable, influence over the tasting experience. Sonic seasoning - that is, the matching of music or soundscapes with specific wines in order to accentuate or draw attention to certain qualities/attributes in the wine, such as sweetness, length, or body, also represents a rapidly growing area of empirical study. While such multisensory, experiential wine research undoubtedly has a number of practical applications, it also provides insights concerning multisensory perception that are relevant to basic scientists. Furthermore, the findings of the wine research are also often relevant to those marketers interested in understanding how the consumers' perception of any other food or beverage product can potentially be modified.

Rethinking Food Reward

The conscious perception of the hedonic sensory properties of caloric foods is commonly believed to guide our dietary choices. Current and traditional models implicate the consciously perceived hedonic qualities of food as driving overeating, whereas subliminal signals arising from the gut would curb our uncontrolled desire for calories. Here we review recent animal and human studies that support a markedly different model for food reward. These findings reveal in particular the existence of subcortical body-to-brain neural pathways linking gastrointestinal nutrient sensors to the brain's reward regions. Unexpectedly, consciously perceptible hedonic qualities appear to play a less relevant, and mostly transient, role in food reinforcement. In this model, gut-brain reward pathways bypass cranial taste and aroma sensory receptors and the cortical networks that give rise to flavor perception. They instead reinforce behaviors independently of the cognitive processes that support overt insights into the nature of our dietary decisions.

The visual appearance of beer: A review concerning visually-determined expectations and their consequences for perception

This review critically evaluates the literature concerning the impact of visual appearance cues (including colour, foam, and cloudiness) on people's perception in the beer category. The authors assess both the sensory expectations that are elicited by the visual appearance of beer, and the extent to which those expectations carry-over to influence the actual tasting experience. Beer is a particularly intriguing category to study since the differing production rules in different countries mean that there is not always the same scope to modify the colour in order to meet perceived consumer demands. What is more, there is currently disagreement in the literature concerning the impact of beer colour and foam on people's expectations of beer prior to tasting, and their multisensory flavour perception on tasting. Given how much beer is consumed annually, it is surprising that more research has not been published that assesses the undoubtedly important role of visual appearance in this beverage category. Part of the reason for this may simply be that it is difficult to create consistent experimental stimuli given the rapid transition of the head of the beer post-serving.

The Effect of Hypo-Hydration on Mood and Cognition Is Influenced by Electrolyte in a Drink and Its Colour: A Randomised Trial

Traditionally, it has been thought necessary to lose 2% of body mass due to dehydration to disrupt functioning, although recently, adverse effects have been reported, with a loss of 0.5%-0.7%. It is, however, unclear whether the response to small reductions in mass reflects dehydration as homeostatic mechanisms are thought to be effective. As psychological responses are most commonly reported, it is strange that the possibility of a placebo response has not been considered. Individuals were therefore subject to a temperature of 30 °C for three hours, and mood and cognition were monitored. To consider changes in hydration status, drinks were compared, differing in their ability to rehydrate due to the presence or absence of electrolytes. The possibility of a placebo response was considered by comparing the response to plain or coloured water. Not drinking was disruptive, although a combination of plain water and electrolyte tended to be the most effective means of preventing a decline in mood, indicating a role for rehydration after a loss of 0.66% body mass. There was, however, also evidence of a placebo response: a combination of plain water and electrolyte tended to be better able to prevent a decline in mood than coloured water and electrolyte.

The Role of Intrinsic and Extrinsic Sensory Factors in Sweetness Perception of Food and Beverages: A Review

When it comes to eating and drinking, multiple factors from diverse sensory modalities have been shown to influence multisensory flavour perception and liking. These factors have heretofore been strictly divided into either those that are intrinsic to the food itself (e.g., food colour, aroma, texture), or those that are extrinsic to it (e.g., related to the packaging, receptacle or external environment). Given the obvious public health need for sugar reduction, the present review aims to compare the relative influences of product-intrinsic and product-extrinsic factors on the perception of sweetness. Evidence of intrinsic and extrinsic sensory influences on sweetness are reviewed. Thereafter, we take a cognitive neuroscience perspective and evaluate how differences may occur in the way that food-intrinsic and extrinsic information become integrated with sweetness perception. Based on recent neuroscientific evidence, we propose a new framework of multisensory flavour integration focusing not on the food-intrinsic/extrinsic divide, but rather on whether the sensory information is perceived to originate from within or outside the body. This framework leads to a discussion on the combinability of intrinsic and extrinsic influences, where we refer to some existing examples and address potential theoretical limitations. To conclude, we provide recommendations to those in the food industry and propose directions for future research relating to the need for long-term studies and understanding of individual differences.

On the Relationship(s) Between Color and Taste/Flavor

Experimental psychologists, psychophysicists, food/sensory scientists, and marketers have long been interested in, and/or speculated about, what exactly the relationship, if any, might be between color and taste/flavor. While several influential early commentators argued against there being any relationship, a large body of empirical evidence published over the last 80 years or so clearly demonstrates that the hue and saturation, or intensity, of color in food and/or drink often influences multisensory flavor perception. Interestingly, the majority of this research has focused on vision's influence on the tasting experience rather than looking for any effects in the opposite direction. Recently, however, a separate body of research linking color and taste has emerged from the burgeoning literature on the crossmodal correspondences. Such correspondences, or associations, between attributes or dimensions of experience, are thought to be robustly bidirectional. When talking about the relationship between color and taste/flavor, some commentators would appear to assume that these two distinct literatures describe the same underlying empirical phenomenon. That said, a couple of important differences (in terms of the bidirectionality of the effects and their relative vs. absolute nature) are highlighted, meaning that the findings from one domain may not necessarily always be transferable to the other, as is often seemingly assumed.

Association between nutritional values of hays fed to horses and sensory properties as perceived by human sight, touch and smell

Although hay is the foundation of most equine diets, horse owners rarely ask for biochemical analysis and the routine practice is to choose hay based on its 'perceived' nutritional value. The present study aimed at exploring the relationship between sensory properties as perceived by sight, touch and smell, and the nutritional value of hay measured by biochemical analysis using a 'free sorting task' method. Fifty-four non-expert participants were asked individually to: (1) observe 21 hays samples, (2) group together hays that they perceived as similar for each of the three modalities (hay appearance, odour or texture) and (3) characterize each formed group with a maximum of five descriptive terms. For each modality, results were recorded in a contingency matrix (hays × terms) where only terms cited at the minimum five times for at least one sample, were kept for data analysis. A correspondence analysis (CA) was performed on the contingency matrix to plot both samples and descriptive terms on a χ2 metric map. Then, a Hierarchical Ascending Classification (HAC) was performed on the coordinates of samples in the CA space. Clusters were identified by truncating the HAC tree-diagrams. The attributes that defined the best resulting clusters were identified by computing their probability of characterizing a cluster. Correlations were computed between each biochemical parameter on one hand, and the first two dimensions of the CA map on the other. Finally, correlations between the values of each hay on the first dimension of the three CA maps (appearance, odour and texture) were computed. Hedonic descriptive terms were primarily used for describing odour and texture modalities. For describing hay appearance, participants spontaneously used visual cues referring to colour or aspect. Based on the tree-diagrams resulting from the HAC, 3, 5 and 2 groups were clustered, respectively for appearance, odour and texture description. Digestible energy was correlated to the first dimension on the three CA maps, whereas CP was correlated to the first dimension of the CA appearance map only. While NDF value was correlated to the first and second dimensions on the CA odour map only, ADF content was correlated to the first dimension on the three CA maps. Non-fibre carbohydrates were correlated to the first dimension of the CA appearance map only. The similarity-based approach which is part of the standard toolbox of food sensory evaluation by untrained consumers was well adapted to animal feeds evaluation by non-experts.