The role of expectancy in sensory and hedonic evaluation: The case of smoked salmon ice-cream

Cognitive influence on the evaluation of wine: The impact and assessment of price

Price is one of the most important product-extrinsic factors influencing the consumers' response to, and presumably experience of, wine. This is ironic inasmuch as the research tends to highlight either no, or else even a slightly negative relationship between price and liking in typical consumers when they taste wines blind. Nevertheless, providing price information, especially when it is high leads to enhanced taste ratings, especially for low to mid-priced wines. Similarly, bottle and label information (that makes a wine look cheaper or more expensive) has also been shown to influence the evaluation of wine by regular consumers (i.e., non-experts). Indeed, product-extrinsic information often appears to outweigh the product-intrinsic sensory attributes of wine in people's hedonic (in not necessarily in their sensory-discriminative) ratings. Such findings therefore highlight the importance of cognitive as compared to direct sensory cues in the evaluation of wine. This narrative historical review critically reviews and evaluates the published experimental literature that has examined the impact of price on wine ratings.

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.

Temporal dynamics of mental imagery, craving and consumption of craved foods: an experience sampling study

Objective: According to the elaborated intrusion theory of desire, an initial thought about a wanted substance is elaborated with mental imagery, which increases craving and the probability of consuming the substance. We used an app-assisted experience sampling approach to test this theory in the context of food craving and eating.Design: Overall, 221 females (mean age = 21 years; mean body mass index = 22) reported craving, mental imagery, and food consumption six times per day (2 h intervals) for seven consecutive days. Additionally, two traits (general food craving and imagery ability) were assessed.Main outcome measures: craving intensity, food consumption.Results: The probability of eating a craved food increased if the vividness of the mental food image and craving intensity increased two hours before - independent of trait food craving and trait imagery ability. We also found evidence of controlled eating behavior, with participants consuming the food they craved in only 38% of the cases.Conclusion: Mental imagery vividness and craving intensity predict consumption of craved food. The association between craving and eating might be stronger in individuals who struggle with controlling their eating behavior. Therefore, future studies should examine these relationships in overweight/obese samples or patients with eating disorders.

Child characteristic correlates of food rejection in preschool children: A narrative review

Dietary habits formed in early childhood are key for establishing a healthy diet later in life. Picky eating and food neophobia - the two main forms of food rejection in young children - form an important barricade to establishing such healthy habits. Understanding these types of food rejection is thus essential for promoting healthy eating behaviour in both children and adults. To this end, the present narrative review aims to provide an overview of food rejection research in preschool-aged children, focusing on recent advances in the cognitive literature. Specifically, we evaluate the link between children's cognitive development, chemosensory perception and affective evaluation of food, food knowledge, decision-making strategies, anxiety and disgust sensitivity, and food rejection behaviour. Longitudinal and experimental studies are necessary to establish how the relationships between food rejection and cognitive processes develop over time and to determine their causal directions.

Liking and Description of Pasta Sauces with Varying Mealworm Content

Entomophagy is directly connected with culture, explaining why it is commonly rejected in Western countries. Due to increased meat consumption in recent years with its associated negative impacts on health and sustainability, the development of products based on alternative protein sources has become urgent. The larval form of Tenebrio molitor (mealworm) has the potential to substitute meat as it requires less resources and produces less emissions compared to other forms of meat production. Therefore, in this project we have aimed to develop pasta sauces with differing mealworm contents based on a common meat sauce and to test the acceptance with 91 consumers in Austria. Three sauces (100% mealworm, 50% mealworm and 50% meat, 100% meat) were developed and tested using a 9-point hedonic scale for acceptance, and the CATA (Check-All-That-Apply) method was integrated to also receive descriptive information. The analysis of the liking data revealed that the liking for the hybrid sauce with meat and mealworm content was comparable to the meat sauce (6.9 ± 1.8. vs. 6.5 ± 1.8, p > 0.05). Less liked was the sauce with the highest mealworm content (5.7 ± 1.8, p < 0.05). The CATA analysis demonstrated the strongest positive effects on the mean in terms of how much the products were liked for the attribute "fleshy" (0.8). On the other hand, the attributes "brownish" (-0.9) or "mushy" (-1.0) had the strongest negative effects on the mean of the liking of products. We have seen that meat cannot be substituted by mealworm immediately and completely. The results suggest a stepwise substitution and the further adaptation of products regarding the (negative and positive effecting) attributes to increase consumer acceptance.

It tastes OK, but I don't want to eat it: New insights into food disgust

To better understand food-disgust, we investigated the long-standing theory that disgust towards a food causes it to taste 'bad'. To induce disgust, participants were served cookies labelled as containing crickets (Study 1); or served whole crickets versus novel (leblebi) and familiar (peanuts) control foods (Study 2). Participants (Study 1: N = 80; Study 2: N = 90) tasted the foods and rated taste pleasantness, desire to eat, disgust and, in Study 1, 16 taste attributes (e.g., nuttiness). Latency to eat and food intake were included as behavioural indicators of disgust. In both studies disgusting foods were presumed to taste bad, but this was disconfirmed after tasting - disgust did not cause the food to taste bad. Nonetheless, the taste attribute results suggested increased attention towards cricket flavours/textures. Furthermore, desire to eat and intake results suggested that disgust, but not novelty, was associated with reduced food wanting. Even if a disgust-inducing food tastes OK, people do not 'want' to consume it. By offering novel insights into our understanding of disgust, these results may stimulate progress in new avenues of emotion research, as well as informing the development of methods to reduce disgust and increase the acceptance of novel, sustainable, foods. For example, interventions should encourage tasting to overcome negative expectations of taste pleasantness and should tackle low levels of wanting, e.g., by normalising consumption of the target food.

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.

What's in a name? Role of verbal context in touch

Can a name (i.e. verbal context) change how we react to and perceive an object? This question has been addressed several times for chemosensory objects, but appears unanswered for touch. To address this, two studies were run. In each, we allocated participants to a Positive, Neutral or Negative Group, and asked them to touch the same four objects, twice-first, named by the experimenter according to their Group-name, and second, named by the participant. Participants were timed as they touched and rated the objects on pleasantness and disgust. Negative-named objects were touched for shorter durations, and rated more negatively, than neutral-named objects, and positive-named objects were touched for the longest and rated most positively. In the second presentation, most objects (greater than 90%) were named by participants in accordance with their assigned Group-names. The similarity of these findings to chemosensory verbal context effects and their mechanistic basis is discussed.

Behavioural Nudges, Physico-Chemical Solutions, and Sensory Strategies to Reduce People’s Salt Consumption

This narrative historical review examines the wide range of approaches that has been trialled/suggested in order to reduce the consumption of salt. While sodium is an essential micronutrient, there is widespread evidence that high levels of consumption are leading to various negative health outcomes. This review summarises the evidence relating to the various approaches that have been put forward to date to help reduce salt consumption over the years, while also highlighting a number of important questions that remains for future research. Solutions to reducing salt consumption include everything from the gradual reduction in salt in foods through to the reduction in the number/size of holes in saltshakers (what one might consider a behavioural nudge). Physico-chemical solutions have included salt replacers, such as monosodium glutamate (MSG) through to the asymmetric distribution of salt in processed (e.g., layered) foods. A wide range of sensory approaches to modulating expected and perceived saltiness have also been suggested, including the use of salty aromas, as well as suggesting the use of colour cues, sonic seasoning, and even textural primes. It is currently unclear whether different salty aromas can be combined to increase odour-induced taste enhancement (OITE) effectiveness. In the years ahead, it will be interesting to assess how long such solutions remain effective, as well as whether different solutions can be combined to help reduce salt consumption without having to compromise on taste/flavour

A preliminary study on the impact of contextual information regarding the origin of food on consumers’ judgments and skin conductance responses

Explicit and implicit responses to food and beverage are known to be modulated by expectations generated by contextual factors. Among these, labelling regarding the country of origin has been systematically shown to impact on consumers' evaluations of products. However, it is not clear yet whether the presence of food origin biases also affects humans’ physiological (i.e., implicit) responses, as well as whether different conditions of sensory appreciation of products are equally influenced. The present preliminary study investigated the psychophysiological responses to food samples paired to labels of declared (i.e., Italy, Spain/Germany, EU) or undeclared origins. Food items (i.e., olives and cracker) were presented in visual or taste conditions to thirty Italian participants, whose behavioral (i.e., liking, willingness to buy, and estimated cost) and physiological (i.e., skin conductance responses) responses were collected. The results indicated that the food samples elicited stronger liking and willingness to buy responses by participants and were estimated as more expensive, when being firstly experienced through vision than taste. No differences in the physiological arousal state were found as a function of food origin or sensory condition of presentation.

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Explicit choices related to food are modulated by expectation generated by contextual factors.

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Labelling regarding the country-of-origin impacts the consumer evaluations of products.

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The study investigated the behavioral and psychophysiological responses to food products comparing different labelling.

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Food items were presented in visual or taste conditions.

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The sensory modalities and the labeling information affect the behavioral choice (but not the physiological response).

Repeated exposure to epigallocatechin gallate solution or water alters bitterness intensity and salivary protein profile

Polyphenols, bitter and astringent compounds present in many healthy foods, induce varied sensory responses across individuals. These differences in liking and flavor intensity may be attributable, in part, to differences in saliva. In the current study, we tested the effect of repeated consumption of a bitter polyphenol (epigallocatechin gallate, EGCG) solution on perceived bitterness intensity and salivary protein composition. We hypothesized exposure to EGCG would cause an increase in concentrations of salivary proteins that inhibit bitterness of polyphenols. We also hypothesized that participants with higher habitual polyphenol, specifically the flavanols, intake would experience less bitterness from EGCG solutions than those with low habitual intake, and that the high flavanol consumers would be more resistant to salivary alterations. We also tested whether bovine milk casein, a food analog for salivary proteins that may suppress bitterness, would decrease bitterness intensity of the EGCG solution and mitigate effects of the intervention. Participants (N = 37) in our crossover intervention adhered to two-week periods of daily bitter (EGCG) or control (water) solution consumption. Bitterness intensity ratings and citric acid-stimulated saliva were collected at baseline and after each exposure period. Results indicate that bitterness intensity of the EGCG solution decreased after polyphenol (bitter EGCG) exposure compared to control (water) exposure. Casein addition also decreased bitterness intensity of the EGCG solution. While there was not a significant overall main effect of baseline flavanol intake on solution bitterness, there was an interaction between intervention week and baseline flavanol intake. Surprisingly, the higher flavanol intake group rated EGCG solutions as more bitter than the low and medium intake groups. Of proteins relevant to taste perception, several cystatins changed in saliva in response to the intervention. Interestingly, most of these protein alterations occurred more robustly after the control (water) exposure rather than the bitter (EGCG) exposure, suggesting that additional factors not quantified in this work may influence salivary proteins. Thus, we confirm in this study that exposure to bitterness suppresses ratings of bitterness over time, but more work needs to establish the causal factors of how diet influences salivary proteins.

Visual cues associated with sweet taste increase short-term eating and grab attention in healthy volunteers

Most studies that examine responses to food cues use images of actual foods as stimuli. Since foods are rewarding in multiple ways, it then becomes difficult to try and partial out the role of the importance of different aspects of food reward. Here we aimed to evaluate the impact of novel visual cues specifically associated with the immediate sensory reward from a liked sweet taste. In the training phase, one visual cue (CSsweet) was associated with the experience of sweet taste (10%sucrose) and a second, control cue (CSneutral) with a neutral taste (artificial saliva) using a disguised training procedure. In Experiment 1, participants (n = 45) were given an ad libitum snack intake test 30 min post-training, either labelled with CSsweet or CSneutral. Total caloric consumption was significantly higher in the CSsweet (650 ± 47 kcal) than CSneutral (477 ± 45 kcal) condition, but ratings of liking for the snacks did not differ significantly between conditions. In Experiment 2, participants (n = 80) exhibited an overall attentional bias (22.1 ± 9.9 ms) for the CSsweet relative to CSneutral cue (assessed using a dot-probe task), however rated liking for the CSsweet did not change significantly after cue-sweet training. Likewise, measures of expected satiety for drinks labelled with CSsweet did not differ significantly from CSneutral. Overall these two experiments provide evidence that associations between neutral visual cues and the experience of a liked sweet taste leads to cue-potentiated eating in the presence of the CSsweet cue. With no evidence that cue-sweet training altered rated liking for the visual cues, and in keeping with extant literature on the dissociation of hedonic and rewarding properties of food rewards, we propose this potentiation effect to reflect increased incentive salience.

What Am I Drinking? Vision Modulates the Perceived Flavor of Drinks, but No Evidence of Flavor Altering Color Perception in a Mixed Reality Paradigm

It is well established that vision, and in particular color, may modulate our experience of flavor. Such cross-modal correspondences have been argued to be bilateral, in the sense that one modality can modulate the other and vice versa. However, the amount of literature assessing how vision modulates flavor is remarkably larger than that directly assessing how flavor might modulate vision. This is more exaggerated in the context of cross-modal contrasts (when the expectancy in one modality contrasts the experience through another modality). Here, using an embodied mixed reality setup in which participants saw a liquid while ingesting a contrasting one, we assessed both how vision might modulate basic dimensions of flavor perception and how the flavor of the ingested liquid might alter the perceived color of the seen drink. We replicated findings showing the modulation of flavor perception by vision but found no evidence of flavor modulating color perception. These results are discussed in regard to recent accounts of multisensory integration in the context of visual modulations of flavor and bilateral cross-modulations. Our findings might be important as a step in understanding bilateral visual and flavor cross-modulations (or the lack of them) and might inform developments using embodied mixed reality technologies.

Reading Food Experiences from the Face: Effects of Familiarity and Branding of Soy Sauce on Facial Expressions and Video-Based RPPG Heart Rate

Food experiences are not only driven by the food's intrinsic properties, such as its taste, texture, and aroma, but also by extrinsic properties such as visual brand information and the consumers' previous experiences with the foods. Recent developments in automated facial expression analysis and heart rate detection based on skin color changes (remote photoplethysmography or RPPG) allow for the monitoring of food experiences based on video images of the face. RPPG offers the possibility of large-scale non-laboratory and web-based testing of food products. In this study, results from the video-based analysis were compared to the more conventional tests (scores of valence and arousal using Emojis and photoplethysmography heart rate (PPG)). Forty participants with varying degrees of familiarity with soy sauce were presented with samples of rice and three commercial soy sauces with and without brand information. The results showed that (1) liking and arousal were affected primarily by the specific tastes, but not by branding and familiarity. In contrast, facial expressions were affected by branding and familiarity, and to a lesser degree by specific tastes. (2) RPPG heart rate and PPG both showed effects of branding and familiarity. However, RPPG heart rate needs further development because it underestimated the heart rate compared to PPG and was less sensitive to changes over time and with activity (viewing of brand information and tasting). In conclusion, this study suggests that recording of facial expressions and heart rates may no longer be limited to laboratories but can be done remotely using video images, which offers opportunities for large-scale testing in consumer science.

Effect of Branding and Familiarity of Soy Sauces on Valence and Arousal as Determined by Facial Expressions, Physiological Measures, Emojis, and Ratings

Food experiences can be summarized along two main dimensions: valence and arousal, which can be measured explicitly with subjective ratings or implicitly with physiological and behavioral measures. Food experiences are not only driven by the food's intrinsic properties, such as its taste, texture, and aroma, but also by extrinsic properties such as brand information and the consumers' previous experiences with the foods. In this study, valence and arousal to intrinsic and extrinsic properties of soy sauce were measured in consumers that varied in their previous experience with soy sauce, using a combination of explicit (scores and emojis), implicit (heart rate and skin conductance), and behavioral measures (facial expressions). Forty participants, high- and low-frequency users, were presented with samples of rice and three commercial soy sauces without and with brand information that either matched or non-matched the taste of the soy sauce. In general, skin conductance and facial expressions showed relatively low arousal during exposure to the brand name and again lowest arousal during tasting. Heart rate was lowest during exposure to the brand name and increased during tasting probably resulting from the motor activity during chewing. Furthermore, the results showed that explicit liking and arousal scores were primarily affected by the taste of the specific soy sauce and by the participants' previous experience with soy sauces. These scores were not affected by branding information. In contrast, facial expressions, skin conductance, and heart rate were primarily affected by (1) the participants' level of experience with soy sauce, (2) whether or not branding information was provided, and (3) whether or not the branding information matched with the taste. In conclusion, this study suggests that liking scores may be most sensitive to the food's intrinsic taste properties, whereas implicit measures and facial expressions may be most sensitive to extrinsic properties such as brand information. All measures were affected by the consumers' previous food experiences.

Taste in Motion: The Effect of Projection Mapping of a Boiling Effect on Food Expectation, Food Perception, and Purchasing Behavior

The appearance of food affects its taste. Many studies have examined how to improve the taste of foods by manipulating their appearance. Most of those studies have focused on static appearances, such as color and texture; however, the impact of the dynamic appearance has not been explored. In this study, the perceptions (sweetness, sourness, saltiness, spiciness, temperature, deliciousness) and value judgments (the price of food, appetite) perceived from food before and after tasting with a projection-based dynamic boiling texture were investigated. The results revealed that the dynamic texture influences expectations for saltiness, spiciness, temperature, deliciousness, price, and appetite before eating the meal and perceived saltiness, spiciness, and appetite when eating. In addition, its influence on the consumers’ behavior was also investigated through an empirical user study in a restaurant. The results indicated that the consumers had a greater tendency to order the meal when they saw it with the projection-based boiling effect. From these, this study demonstrates the effect of projection mapping of a boiling effect on food expectation, perception and consumer behavior.

Aging and the (Chemical) Senses: Implications for Food Behaviour Amongst Elderly Consumers

The growing aging population are increasingly suffering from the negative health consequences of the age-related decline in their senses, especially their chemical senses. Unfortunately, however, unlike for the higher senses of vision and hearing, there is currently nothing that can be done to bring back the chemical senses once they are lost (or have started their inevitable decline). The evidence suggests that such chemosensory changes can result in a range of maladaptive food behaviours, including the addition of more salt and sugar to food and drink in order to experience the same taste intensity while, at the same time, reducing their overall consumption because food has lost its savour. Here, though, it is also important to stress the importance of the more social aspects of eating and drinking, given the evidence suggesting that a growing number of older individuals are consuming more of their meals alone than ever before. Various solutions have been put forward in order to try to enhance the food experience amongst the elderly, including everything from optimising the product-intrinsic food inputs provided to the remaining functional senses through to a variety of digital interventions. Ultimately, however, the aim has to be to encourage healthier patterns of food consumption amongst this rapidly-growing section of the population by optimising the sensory, nutritional, social, and emotional aspects of eating and drinking. An experimental dinner with the residents of one such home where nostalgic-flavoured healthy ice-creams were served is described.

Sensory Features, Liking and Emotions of Consumers towards Classical, Molecular and Note by Note Foods

Modern cuisine served at top-end restaurants attempts to attract customers, who increasingly demand new flavor, pleasure and fun. The materials were six dishes prepared using lemon or tomatoes and made in the traditional (classical), molecular and Note by Note (NbN) versions. The study explores sensory characteristics, consumer liking of key attributes, their declared sensations and emotions, as well as consumers’ facial expressions responding to the dishes. These objectives were investigated by descriptive quantitative analysis and consumer tests. Tests included a 9-point hedonic scale for degree of liking a dish, Check-All-That-Apply (CATA) for declared sensations and FaceReader for facial expressions. The influence of factors associated with consumer attitudes toward new food and willingness to try the dishes in the future were also determined. It was stated that the product profiles represent different sensory characteristics due to the technology of food production and the ingredients used. The food neophobia and consumer innovativeness had a significant (p ≤ 0.05) effect on liking. The odor-, flavor-, texture- and overall-liking of the NbN dishes were lower than that of traditional versions but did not vary from scores for molecular samples. The expected liking of NbN dishes was higher than experienced-liking. Traditional and modern products differed in CATA terms. Classical dishes were perceived by consumers as more tasty, traditional and typical while modern cuisine dishes were perceived as more surprising, intriguing, innovative and trendy. Mimic expressions assessment by FaceReader showed similar trends in some emotions in both classical dishes and separate temporal patterns in modern products.

Effect of Geographical Indication Information on Consumer Acceptability of Cooked Aromatic Rice

Geographical indication (GI) labeling is used to represent information about specific geographical origins of target products. This study aimed at determining the impact of GI information on sensory perception and acceptance of cooked aromatic rice samples. Ninety-nine participants evaluated cooked rice samples prepared using each of three aromatic rice varieties both with and without being provided with GI information. Participants rated the acceptance and intensity of the cooked rice samples in terms of appearance, aroma, flavor, texture, and overall liking, and also reported how important the GI information was to them. The results showed that consumers rated the cooked rice samples higher in appearance and overall liking when provided with GI information. Interestingly, participants who valued “state-of-origin” information more highly exhibited increased hedonic ratings of cooked rice samples when provided with GI information, but not when no GI information was given. Participants provided with GI information rated flavor or sweetness intensities of cooked aromatic rice samples closer to just-about-right than those without such information. This study provides empirical evidence about how GI information modulates sensory perception and acceptance of cooked aromatic rice samples. The findings will help rice industry, farmers, and traders better employ GI labeling to increase consumer acceptability of their rice products.

Relaxing and stimulating effects of odors on time perception and their modulation by expectancy

Although several studies have reported relaxing and stimulating effects of odors on physiology and behavior, little is known about their underlying mechanisms. It has been proposed that participant expectancy could explain these activation effects. Since emotional stimuli are known to modulate time perception, here we used the temporal bisection task to determine whether odors have objective relaxing and stimulating effects by respectively slowing down or speeding up the internal clock and whether prior expectancy could alter these effects. In Experiment 1, 118 participants were presented either with a strawberry odor or an odorless blank. In Experiment 2, 132 participants were presented either with a lemon odor or an odorless blank. In both experiments, expectancy was manipulated using suggestion (verbal instructions). The stimulus was either described as relaxing or stimulating, or was not described. In the absence of prior suggestion, findings showed that, compared to participants presented with an odorless blank, participants presented with the strawberry odor underestimated sound durations (i.e., a relaxing effect) whereas participants presented with the lemon odor overestimated them (i.e., a stimulating effect). These results confirm that pleasant odors can have objective relaxing and stimulating effects by themselves, which are better explained by arousal-based mechanisms rather than attentional distraction. Furthermore, in both experiments, incongruent suggestions undid the effects of both odors without reversing them completely (i.e., strawberry did not become stimulating even if participants were told so). Both these bottom-up and top-down influences should be considered when investigating the emotional impact of odors on human behavior.

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.

Possible Sugar and Calorie Reduction by Visual Cues: A Case of Syrup Added to Brewed Coffee

Visual cues have been reported to influence taste and flavor perceptions. The objectives of this study were to evaluate the impact of visual cues (color and viscosity) of syrups on expected sweetness and bitterness perception (Study I), and on sweetness perception and sweetness liking of brewed coffee after syrup had been added, and the amount of syrups to be added to brewed coffee (Study II). For Study I, the visual stimuli were developed by varying viscosity (80, 800, and 8000 cP) and yellow index (YI) (0.04, 0.08, 0.16, and 0.32), resulting in 12 syrups with 20 degrees Brix. Visual observations indicated greater expected sweetness perceptions of syrups when YI and viscosity were increased. However, YI, but not viscosity, affected expected bitterness perceptions. Increasing YI raised the frequency (%) of "too sweet" perceptions of syrups on a JAR scale. For Study II, only four syrups (LC1, LC2, HC1, HC2; L = viscosity, 80 cP, H = 8,000 cP; C1 = YI 0.04, C2 = YI 0.32) were studied. The visual perception affected consumers' behaviors concerning the amount of syrup added to brewed coffee. Consumers added the greatest volume of syrups with the lowest viscosity and YI (LC1), while the lowest volume of syrups with the highest viscosity and YI (HC2). There were no significant differences in sweetness liking of brewed coffees added with LC1, LC2, and/or HC1 syrups. This study indicated that visual cues could potentially intensify the perceived sweetness of syrups, and reduced the volume of syrup added to brewed coffee and consequently calories consumed. PRACTICAL APPLICATION: Sensory visual cues associated with a syrup can be used to reduce the volume consumed and thereby promote reduced consumption of calories while maintaining sensory acceptability. Increasing a syrup's viscosity and yellow/brown color intensity enhanced the expectation of sweetness and resulted in less volume of syrup added to brewed coffee. This research demonstrated that the impact of visual cues not only influenced expectation and sensory acceptability but also impacted the cognitive process of eating. This strategy could provide a way to promote a sustainable reduction in sugar and, hence, calorie consumption without compromising sensory liking.

Insect Food Products in the Western World: Assessing the Potential of a New 'Green' Market

Although two billion people already eat insects in the world and the benefits of edible insects are well known, these 'green' sources of protein are neither treated as conventional food products nor widely incorporated into Western diets. Using a school-based investigation surveying 161 children, aged 6-15, and 114 of their parents in London, and an online consumer survey with mainly British and French consumers (N = 1,020), this research provides insights into the potential of the insect market in the West. This work supports the idea that incorporating insect food into our diets makes not only environmental but also business sense. A nonnegligible segment of the population surveyed is willing to pay for mealworm minced meat and young children and pre-teens could represent a substantial market segment, as yet unexplored. This analysis points to multiple marketing strategies, such as early exposure, education, reducing the visibility of insect parts, celebrity endorsement, or peer-to-peer marketing, all of which could facilitate the adoption of insect food in the 'mainstream' arena, according to the consumer segment being targeted. Generalizations from these results are restricted to an educated and youthful subset of the potential consumer pool and further work remains to understand the patterns of Western consumer acceptance for the range of insect foods.

The Effect of Ingredient Item Depiction on the Packaging Frontal View on Pre- and Post-Consumption Product Evaluations

The current research focused on the (in)congruity between pictorial (ingredient item depiction) and textual (ingredient list) information on food packaging, namely, an apple–mango juice. Specifically, the influence of these information sources on expected and perceived flavor intensities, mismatched perceptions, perceived deception, and intention to purchase was studied by taking into account the possible moderating role of consumers’ thinking style. Three studies were performed, the first and third at a Dutch University by means of surveys and sensory tests, and the second via an online survey. The results showed that, overall, most consumers did not perceive the incongruity between pictorial and textual information as mismatching. However, a perceived mismatch from packaging, whether originated by the design manipulations or not, did increase perceived deception and lowered willingness to purchase. This effect was robust for both mismatches, among packaging elements (pre-consumption) and from expected and perceived flavor ratios (post-consumption), but was more substantial for the post-consumption mismatch. Although the moderating effect of cognitive processing style regarding expected and perceived flavor ratios from pictorial and textual (ingredient list) information was not confirmed, the results indicated that the effect of salient textual information is substantial, independent of a particular processing style or label usage.

The sound of soft alcohol: Crossmodal associations between interjections and liquor

An increasing number of studies reveal crossmodal correspondences between speech sounds and perceptual features such as shape and size. In this study, we show that an interjection Koreans produce when downing a shot of liquor reliably triggers crossmodal associations in American English, German, Spanish, and Chinese listeners who do not speak Korean. Based on how this sound is used in advertising campaigns for the Korean liquor soju, we derive predictions for different crossmodal associations. Our experiments show that the same speech sound is reliably associated with various perceptual, affective, and social meanings. This demonstrates what we call the 'pluripotentiality' of iconicity, that is, the same speech sound is able to trigger a web of interrelated mental associations across different dimensions. We argue that the specific semantic associations evoked by iconic stimuli depend on the task, with iconic meanings having a 'latent' quality that becomes 'actual' in specific semantic contexts. We outline implications for theories of iconicity and advertising.